FOR nearly four decades, RISE Life Management has focused on equipping children, families and communities with the skills and support systems needed to build brighter futures.

Today, that mission has gained renewed momentum through the partnership with Red Stripe’s Drink & Live Responsibly campaign and the D&G Foundation, combining behaviour-change education, community investment and decades of grassroots expertise to help thousands of Jamaicans make healthier choices before harmful behaviours take hold.

RISE Life’s journey began in 1989 as Addiction Alert, the Caribbean’s first outpatient addiction treatment service. As the organisation expanded its work across communities, it became clear that addiction was often only one part of a much broader social challenge.

Programme Manager Shawn McGregor says that realisation transformed the organisation’s approach.

“When we started going into communities, we realised people had much more than a drug problem. If we wanted to change outcomes, we had to start much earlier,” said McGregor.

That shift led to the organisation’s rebranding as RISE (Reaching Individuals through Skills and Education) Life Management Services in 2005.

Since then, its work has expanded to include remedial education, parenting support, life skills training, workforce readiness and community development, all centred on the belief that early intervention creates stronger outcomes.

One of its most recognised initiatives, Project Stimulating Young Minds to Become Achievers (SYMBA), has provided literacy, numeracy and life skills support for hundreds of children across six communities.

The programme also empowers parents to establish their own initiatives, including a community breakfast programme in Drewsland — an example of RISE’s philosophy that sustainable change happens when communities are equipped to lead their own development.

That philosophy aligned with Red Stripe’s commitment to responsible decision-making.

Since 2023, RISE has partnered with Red Stripe’s Drink & Live Responsibly campaign and the D&G Foundation to help prevent underage drinking through engaging, age-appropriate education delivered in schools and communities.

What began as interactive summer camps using music, games and drama has grown into classroom sessions, school assemblies and parenting workshops reaching more than 30,000 students across Jamaica.

RISE Life Management Programme Manager Shawn McGregor chats with the children at Newell High School in St Elizabeth during an empowerment session.

Parents have also been equipped with the Colouring My Choices workbook, a practical resource designed to encourage conversations at home about peer pressure, healthy decision-making and the dangers of underage drinking.

In three years, the partnership has reached more than 80,000 Jamaicans, including some 25,000 participants and more than 1,000 parents in 2025 through approximately 70 school-based engagements.

For Project Officer Shamar Wedderburn, however, the most meaningful results cannot be captured by statistics. “Our biggest wins are the stories. Months after one session at Melrose Primary, students were still singing our programme jingles. Even when we’re not there, the message lives on.”

Beyond education, the partnership has strengthened RISE’s ability to sustain prevention programmes while responding to emerging community needs.

Following Hurricane Melissa, the organisations also collaborated on the Community Recovery and Resilience Initiative, providing parenting support, medical services and essential resources to affected communities.

RISE Executive Director Nadine Chambers Goss believes the partnership succeeds because each organisation contributes complementary strengths while remaining focused on the same outcome.

“They brought their commitment to responsible alcohol messaging while we brought decades of experience working with communities. Together we’ve been able to make a real difference,” said Chamber Goss.

That shared belief in prevention continues to shape the partnership.

Dianne Ashton-Smith, head of corporate affairs at Red Stripe and director of the D&G Foundation, said investing in children and families before problems emerge is central to Red Stripe’s Drink & Live Responsibly campaign and the foundation’s community work.

“We believe responsible decision-making starts long before someone is old enough to have a drink. It begins with the values children learn at home, the conversations families have and the support communities provide,” said Ashton Smith.

“Through our Drink & Live Responsibly campaign and the D&G Foundation, we have found in RISE a partner that shares that belief. Together, we’re helping young people and families build the confidence and skills to make healthier choices long before harmful behaviours take root,” added Ashton-Smith.