In recent months, many individuals have become more vocal with their disgust and disapproval of those who abduct, abuse and even kill children, saying that something has to be done. Reggae/dub band No-Maddz has taken up the task of sending a strong message to the child offenders with the release of the video for their song No Guh Deh.

The video was officially released on YouTube yesterday (May 11), ideally in child’s month. In its first day of release, it received upwards of a thousand views, owing to its strong message.

The aim of the video, according to the lyrics of the song, is to “taunt them!” – to provoke the conscience of paedophiles, and to condemn the idea of adults being involved romantically and sexually with minors. The words “cradle robber, cradle snatcher/nuh guh deh” are repeated throughout the song, which makes it very catchy, and almost chant-like. This increases the “haunting” nature of the song, which seemed to be the group’s aim.

The quality of the video is superior. All aspects of the production, including the make-up and costumes, shot sizes and angles, plot, cast, and even sound effects work cohesively to enhance the message of the song.

The group incorporated representatives of different groups in society, such as law enforcers, parents, teachers, and even children, to bring across their message. The innocence of a child is emphasized by the image of the young girl paying with her doll house, but the constant threat of what is perceived to be a child molester lurks throughout the entire video. This reminds us that perverts and child sex offenders are a part of our society, and children need to be protected.

Also in the video is No-Maddz dispelling the popular myth that having sex with a virgin can result in a cure of sexually transmitted infections. This belief has fueled many incidents of carnal abuse, and infection of young girls with these viruses. They rubbish the myth, and encourage the sick individuals to instead seek medical attention for a remedy.

The video was produced in support of Eve for Life, which was founded in 2008 to assist Jamaican girls and women living with HIV/AIDS. The song is the official track for the NUH GUH DEH Campaign, which is backed by organisations such as UNAIDS, UNFPA, UNICEF, UNDP and UNESCO.