MOH recruits ASHE for COVID-19 campaign

The Ministry of Health and Wellness has enlisted the help of The ASHE Company, which impressively produced a song and accompanying music in just two days for its latest social media campaign. And they had to do it all while maintaining as much social distancing as possible, and keeping cool under the watchful eyes of the Jamaica Constabulary Force.

"The police drove by twice!" Ifidel Williams, integrated marketing and communications lead, told The STAR.

Conroy Wilson, executive director, Michael Holgate, artistic director, Kemari Ewen, Tony Ivy, and Williams all gathered one afternoon and penned the song and recorded it. Ottmar Campbell was also in the mix, as the beat maker.

Growing stigma

The following day, the crew discreetly hit the streets (in small numbers, of course) to film the music video, inspired by the growing stigma facing those who have recovered from COVID, or those who cough or sneeze, subsequently inciting the general public to violent reactions.

"The ministry was ready to reintegrate Patient 0, who became Patient 1, back to her community, but was worried that there was already discrimination against her family," Williams said.

Williams then referenced the reported incident of a man being kicked off a bus, because he suffered a cough. In light of such incidents, amid the mounting panic spreading across the globe, he continued, "It's our social duty to respond."

Opening with a woman coughing, and a man responding by picking up big stone, the song begins, "How yuh woulda feel?! Doe do dat!"

The ASHE Company has previously contributed their talents to combating the COVID-19 crisis. Weeks ago, the group released A Moment In Time, a song and music, recorded and filmed as quickly as the latest, with commentary on social distancing and staying positive until life is back to normal.