By John Denny

Observer Reporter

(New York) – The Caribbean entertainment network Tempo is planning to bring its “One Love: Badness Outta Style” message to Nevis schools this coming week. The “Badness Outta Style” campaign is aimed at reducing violence throughout the region.

The campaign kicked off some months ago with a series of celebrity public service announcements featuring Trinidad artists Mr. King, Bunji Garlin, KES, King David, Machel Montano and Ziggy Rankin. These PSA’s deliver powerful messages of peace, reason, and respect through imagery and information that is crucial to educating viewers about the causes and effects of violence. Each announcement focuses on ways to stop and prevent violence.

The campaign’s title “Badness Outta Style,” was inspired by the lyrics from the song “Borderline,” written by Mr. King.

Mr. King, one of Trinidad’s top reggae artists, has lent his song to the campaign. “This movement is exactly what I had in mind when I wrote this song. I wanted to reach out to youth all over the Caribbean to address the problems of war and violence. Tempo is the perfect medium to get the message out” said Mr. King.

Tempo created the ONE LOVE pro-social platform out of its sense of responsibility to its audience

“As a Caribbean entertainment brand, we are disturbed by growing statistics of violence across the Caribbean. We are fortunate to be able to mobilize many of the Caribbean’s brightest stars, in a conversation regarding how to save the future of our greatest natural resource – our youth. We selected the artists involved because of the powerful messages within their music. When Mr. King sings, ‘Badness Outta Style’ in Borderline, he’s not just singing a lyric, he is speaking to our future,” said Frederick Morton, Jr., CEO of Tempo.

“It was my desire that TEMPO immediately demonstrate its uncompromising commitment to the community and that is why we incorporated HIV/AIDS messaging at our launch events in November, 2005; broadcast PSA’s – including a PSA featuring a special message from a 13-year old Trinidadian living with HIV, and conducted a disaster relief auction raising $50,000 for the Red Cross to assist Grenada, Haiti, and Jamaica, Caribbean islands most affected by the 2004 hurricanes. And now we will join hands with our partners to stomp out violence in our communities,” Mr. Morton said.

Tempo’s goal is that the ONE LOVE campaign will positively affect and change lives through work in the following areas:

HIV/AIDS Awareness: Tempo is working with the Caribbean creative community, MTV’s Staying Alive Foundation and local NGO’s in HIV/AIDS prevention and awareness messaging, and programming.

Violence Awareness & Prevention: Tempo works to encourage the cessation of violence, in partnership with the YMCA in Trinidad and is expand this program throughout the Caribbean.

Creative Arts Education: Tempo is committed to educating our audience about issues that affect them and using the creative arts to both engage young people and to enhance the educational process.

Disaster Preparedness and Relief: Funds and awareness will be raised throughout the year to prepare for the frequent category 4 and 5 hurricanes that the region often experiences. Tempo will also identify partners and participate in fund-raising drives, benefits and online auctions.