Sagicor Life Ltd's 'non-Jamaican' gesture

The Editor, Sir:

Permit me to pen an open letter to Sagicor Life Jamaica Ltd.

Dear Sagicor,

As we, Jamaicans, celebrate and reflect upon the work and life of our national heroes, I am reminded of how valiantly each, in his/her own way, gave of their lives (some literally) to defend those things which we hold so dear, such as freedom, the right to be treated equally and the right to be ourselves - uniquely Jamaican.

Earlier this year, I was moved by the sight of an image on the side of a building in New Kingston, which showed two beautiful Jamaican children with the Jamaican flag in the background 'announcing' Sagicor's commitment to being part of the Jamaican family. My moment of pride and joy was nearly destroyed by the secondary realisation that the two children were shown making the gesture which US citizens make when pledging allegiance to their flag: arms and hands across the chest, resting above their hearts.

Aside from being a slap in the face to me and all other Jamaicans, this was also a very ironic statement: Sagicor asserting its 'Jamaican-ness' - by adopting a 'non-Jamaican' gesture. Are you sure that this was what you wanted to convey? I do not think so. Since this advertisement would seem to be having the opposite effect than that which it was intended to have, perhaps the time has come to have it removed.

Why

Now, I know the leadership at Sagicor must be saying to themselves that the Jamaicans in the company and, presumably, those who worked on the advertisement, should have known better. They might also be thinking that, they have seen - even at the schools their children attend - similar images of children making this particular gesture. 'Why', you might ask, would so many bright, educated, young, professionals - advertising executives, teachers, etc. appear to be practising THE WRONG THING, and instructing the younger generation to do the same thing? The short answer to this of course, is cable TV. We Jamaicans believe that if we see it 'on TV', it's real and right.

The more sinister reason, however, much as it pains me to admit it, is that many of my fellow Jamaicans have lost much of what it means to be Jamaican, including what it means to observe and respect national symbols, practices and ceremonies, so painstakingly and lovingly conceived by our ancestors, some of the very 'heroes' we claim to be commemorating at this time of the year.

Lead by example

So, we pretend that they do not matter and dismiss them as 'foolishness', "form over substance" and "nutten' (nothing). So, do not be too surprised, Sagicor, when you see or hear people responding to this letter to say, "So the children put their hands over their hearts - so what's wrong wid dat?", or "I thought that that was what we were supposed to do!"; or even, "The Americans look nice doing this; why we don't do like them?"

Sagicor, I know that when you see/hear these comments, you will understand. For you would have been formed and nurtured in a sister Caribbean country that many Jamaicans hold in very high regard for its consistently high standard of education, its unapologetic commitment to gentility and civic pride and, most importantly, its nationalism.

As an important new member of the Jamaican family, Sagicor, therefore, has a very critical role to play in shaping our country; and defending and promoting our unique nationality is among the first tasks which you must undertake. So, Sagicor, even though it may be a little hard on your pocket and a bit of a 'nuisance' to some of your Jamaican staff members, would you please - as a Heroes' Day/Heritage Week gift to your new (and nationalism-deficient) family - lead (us) by example.

I am, etc.,

CHERRYL GORDON

Kingston 20