Appleton, the 100+ year-old venerable rum distiller had agreed to support Helping Hands Jamaica’s fundraising efforts to enhance educational opportunities through that country’s embattled school system, but therein lied the dilemma: How to leverage the help of a purveyor whose very product was perceived by many to be the cause of the problem it was purporting to want to solve. The solution was two-pronged – internally, the focus was channeled through a challenge to Jamaican fathers to ‘man up’, while externally, we drew attention to the disproportionately numerous achievements of such a small island nation as a rallying cry to support the culture as a whole.


The first component was an on-island campaign to change social norms around drinking and paternal responsibility.

The second stage was a tell-the-world campaign, creating pride of place around Jamaica’s best exports.