WESTMORELAND, Jamaica — In a Christmas initiative dubbed “Joy to the West”, vulnerable Westmoreland residents were provided with necessary relief items as well as toys, school supplies, clothing, hygiene items, refreshments and more in an effort to brighten their holidays.

Carried out by A-List Marketing & Entertainment Group, in what the group describes as the spirit of compassion, resilience and community, the initiative marked phase two of the company’s hurricane relief efforts and blended disaster support with the warmth of the Christmas season.

The group has vowed to play its part in ensuring there is continuity in support from the private sector to help Jamaica build back stronger from the impact of Hurricane Melissa which struck the island on October 28, 2025.

“As one of the communities most severely impacted by the hurricane, Westmoreland became the focus of a day dedicated to restoring dignity, spreading joy and reminding communities that they are not forgotten,” the group said on Sunday.

Through a series of carefully planned stops, it extended support to some of the parish’s most vulnerable groups.

At the Women’s Centre of Jamaica Foundation – Westmoreland, donations included baby supplies, sanitary items, water, refreshments, and essential materials to support daily operations. Each staff member also received a pair of shoes as a Christmas gift, recognising their unwavering dedication to women and families in need.

The team then visited Llandilo School of Special Education, where students and staff were treated to toys, educational supplies, hygiene items, refreshments, and water. The visit underscored the company’s commitment to inclusive giving, ensuring children with special needs and their educators felt supported and celebrated during the holiday season.

The final stop at the Cooke Street Sports Complex transformed the space into a vibrant community celebration. Children and parents enjoyed a festive atmosphere complete with bounce house entertainment, toys, school supplies, clothing, hygiene items, refreshments, and Christmas gifts—creating moments of joy, laughter and togetherness.

Reflecting on the initiative, Founder and Managing Director, Nickeria Smickle, said the company is intent in playing its role in helping Jamaicans.

“Westmoreland was deeply impacted by Hurricane Melissa, and we felt a responsibility not just to give, but to show up with love, dignity and joy. Joy to the West is more than a relief effort—it is a reminder that even in difficult times, our communities are not forgotten. We believe in inclusive giving and in meeting people where they are, especially our children and the most vulnerable among us,” Smickle said.

Smickle said the entity takes its corporate social responsibility seriously.

“Through Joy to the West, A-List Marketing & Entertainment Group continues to demonstrate that corporate responsibility goes beyond business—rooted instead in empathy, presence and purposeful action that uplifts communities when it matters most,” she added.