In a society where silence is too often mistaken for safety, Red Stripe is helping to break the generational quiet around one of the most difficult topics in parenting—alcohol.

Through its ‘Responsibility Now: Real Life, Real Talk’ town hall, the company placed Jamaican parents at the centre of a long-overdue conversation: How to guide, not control, their children’s understanding of alcohol and decision-making.

Far from a typical corporate forum, this event embraced storytelling, theatre, and therapeutic art to foster empathy, dialogue, and cultural reflection. The session was executed in partnership with ‘Pitchy Patchy’, RISE Life Management Services, The Art of Motivation Inc., Intelligent Multimedia Limited, and the Private Sector Organisation of Jamaica (PSOJ).

Held in the gardens of the Jamaica Pegasus Hotel, the town hall was an immersive and participatory platform that examined the complex realities of parenting in a culture where silence is often mistaken for protection. The themed session equipped parents with practical strategies, psychological insight, and cultural context to tackle one of the most pivotal responsibilities of modern parenthood. The town hall took the form of theatrical performances and therapeutic art activities. 

Renowned Jamaican theatre collective ‘Pitchy Patchy’ brought to life three vignettes that explored real-life parenting dilemmas, each drawing audible responses and visible reflection from the audience.’ brought to life three vignettes that explored real-life parenting dilemmas, each drawing audible responses and visible reflection from the audience.

“The performance we created was written specifically for this occasion. One of the big words for me is courage, and it takes a brand with some amount of courage to want to partner with a theatre group. The underbelly or the ethos of this is about doing good for the community and having the right conversations, and truly, the right time is now. Pitchy Patchy is so relatable to Jamaicans, and that’s why it will work,” said Pitchy Patchy executive producer Rayon McLean. 

Following the performances, acclaimed motivational coach and artist Shawn Ashman led an interactive session using the therapeutic colouring book, which was officially launched at the event. The book, ‘Colouring Your Choices‘ was commissioned by Red Stripe and is designed as a visual and narrative tool for parents to tailor the discussions in homes. It offers scenarios and reflections that help young people think critically about decision-making in moments of peer pressure and personal doubt. 

“Children are most definitely more receptive to this format. This is a powerful way to start the conversation, so when there is peer pressure and when it is time to make the right decision, the ‘know-how’ seed is already planted. The book has many relatable anecdotes and guides for them in each story,” said Ashman. Red Stripe will be partnering with Parent Teachers’ Associations to deliver these books directly into schools, putting tangible tools in the hands of those who need them most. 

“For me, it was entertaining, educational, and motivating, especially the colouring book. It brought a sense of comfort,” said one attendee, who is both a teacher and a parent. “I think it’s a great conversation-starter for serious issues like alcohol use. While colouring, children can properly experience and express their emotions. Going through the book and exploring different scenarios helps with conversations and allows us to educate them on what responsible choices look like,” said parent and Calabar Infant, Primary & Junior High School teacher Shakeisha Hunter-Phillips. 

“It’s not just helpful for alcohol-related topics; it can support relationship-building and make children feel safe discussing anything with you. As both a teacher and a parent, I can tell you that children today are exposed to things they shouldn’t even be seeing or hearing. Sometimes when they confide in me, I have to seek guidance on how to respond appropriately; so, this is a useful tool. You want to be sure that what you share is aligned with what they need to know to grow and make good choices,” added Hunter-Phillips. 

Red Stripe’s partners brought further weight and credibility to the town hall, speaking candidly about the importance of early and honest dialogue. “For over thirty years, we’ve been in the prevention education space, so when we had the opportunity to partner, it was welcomed. This movement of using the arts piqued our interest because this age group is often misunderstood and miscommunicated with. We work with students daily and we see first-hand the pressures children face – social media expectations, peer pressure, school and family pressure. This is not just about prevention; it’s also about empowerment,” RISE Life Management Services project manager Jodi-Kay Kerr. 

Red Stripe’s corporate affairs head Dianne Ashton-Smith underscored the urgency and cultural resonance of the initiative.

“Silence never raised a wise child. In a culture where so much is learned through examples and stories, we must give our children the language and the courage to make responsible choices. This initiative is not about preaching; it’s about partnering with parents to open doors to honest, age-appropriate dialogue. Because the most powerful influence doesn’t come from rules, it comes from relationships.”