KINGSTON, Jamaica — The New York and British Link Up promotional teams have again collaborated with the Sizzla Youth Foundation to host an annual back-to-school treat.

For the past three decades, the groups have been catering to the needs of parents and children in Negril.

Their philanthropic run has grown tremendously, and the organisations say the 2025 staging of the event is set to be the biggest yet.

“This event is special because it’s not just school supplies that we’re going to be handing out. We’re now offering clothes and shoes and even two scholarships! This year is all about meeting more needs, with more care and compassion than ever before. We’re all about love in action, and lifting one child uplifts us all,” said Fadda Chin, one of the promoters.

“We came from humble beginnings, catering to a small number of persons to what is now a community staple. This event has exploded in scale and impact. What started with a few tables, now serves hundreds, drawing families, businesses and partners from all over. It’s no longer just a giveaway- it’s a celebration of education, unity and purpose,” he continued.

Outlining that the New York Link-Up, British Link-Up and Sizzla Youth Foundation saw a need to serve “country and community”, Chin said the event goes beyond giving back and has become a beacon of togetherness and hope.

“Surviving for so many years is a strong sign that the initiative meets real community needs and continues to resonate with families,” he said. “It brings people and culture together while providing resources for persons in need. In a world that often forgets the vulnerable, we chose to stay rooted in service. It takes vision, grit and unity – but most of all, heart. This movement is fueled by the unwavering belief that no child should be left behind,” he said.

Fadda Chin said he and his team are looking forward to the August 6 event. He went on to share that having reggae stalwart Sizzla as a partner in the initiative, has fueled an unquenchable fire within the organisations spearheading the give-back. He said Sizzla has been a driving force behind the event since its inception and continues to play a major role in its success.

“For him, this is personal – supporting families, empowering youth, and bringing communities together in a positive and uplifting way through love and action. We all see based on his involvement in August Town that he’s more than just an artiste, he’s really for the people in every way and we’re grateful for his continued support,” Chin said. “This year, across August Town and Long Bay Beach, we aim to reach at least 2,000 children or households. We’re also equipping teachers with classroom kits – because they deserve to be supported too and Sizzla has played a huge part in this all coming together.”

The event set for Long Bay Beach will be two-fold. The kids’ treat is set to run throughout the day, while a stage show is set for the evening. The music will be brought to patrons by King Tafari, a sound system owned by Sizzla Kalonji, Lizard Hype Movements, Mad Ras, Canadian Hot Grabba, and Flames Millennium. It will be hosted by Don P and headlined by Sizzla himself alongside a host of guest artistes.