“Say yuh nuffi practise fi eat parottfish

Cause a dem clean di coral reef dem

Jamaica listen dis

Save di parrotfish cause a dem bring di sand pon wi beach dem

Whether yuh a di buyer, seller, or di fisherman

Say yuh can help save our island

Nuh bring no parrotfish come a dry land

Fisherman put away yuh hook and yuh nylon

Mek wi stop try erode di soil of our land

Save di parrotfish”

These are the lyrics of the winning entry in Sandals Resorts International’s (SRI’s) parrotfish jingle competition.

It was penned and performed by a young vocal artiste from Seaview Gardens, Shaomi Shirley, who goes by the stage name Carey Akoustiks. It was produced by his manager Okeino “Fresh Rymes” O’Gilvie.

Shirley told the Jamaica Observer that although he considers himself environmentally conscious in some respects, he knew nothing about the reef-cleaning, beach-building attributes of the parrotfish prior to entering the competition.

“It (competition) wise mi up ’bout parrotfish. I neva know say parrotfish bring 800lb a sand to the beach,” he said.

The young man reported that he is not a fish lover, and has never eaten parrotfish, but pledged to spread the message about their importance among his family and friends.

“Apart from the criteria, it was the lyrics and the music,” said SRI’s Group Manager, Public Relations, Sheryl McGaw-Douse about why Shirley won. “The message was clear and it came across as one that would engage the wider public and effectively spread the message in a catchy form. When you listen to it, after the 30 seconds it stays with you.”

The jingle competition is part of a broader awareness campaign the hotel chain launched in June in partnership with Rainforest Seafoods and the Jamaica Observer, which is part of the Sandals/ATL group of companies. It is called #Save the Parrotfish, Save our Island, and is designed to increase awareness of the decreasing parrotfish population and its implications for food security and the livelihoods of those who depend on the ocean. The campaign also lobbies for parrotfish management systems, such as the introduction of a closed season for parrotfish, adding the fish to the protected species list, or implementing sanctions for catching undersized fish.

McGaw-Douse explained that the drive was initiated by SRI’s Deputy Chairman and Chief Executive Officer Adam Stewart, who she described as an avid aquaphile.

“He lives on the water and he sees first-hand the effects of the dwindling parrotfish population, so he felt it was important to put our name on an initiative such as this to help stem the tide, because if we don’t take care of this species, it’s going to affect all the other fishes and we’re all going to suffer,” she said.

For topping the field of about 30 entrants, Shirley won a weekend for two at Sandals Resorts and a Rainforest Seafood gift certificate valued at $10,000. His jingle will enjoy airplay on FYAH 105.