Tru-Juice touch to the YVAs

Garfene Grandison, Gleaner Writer

The Youth View Awards (YVAs) was conceptualised five years ago as a people's choice event that acts as a creative vehicle for Jamaican teens and young adults' voices to be heard. For its fifth birthday celebration tomorrow, the promoters are pulling out all the stops to ensure a memorable event.

Tru-Juice, making its debut as sponsors of the YVAs, is doing it big for the highly anticipated event. Kim Lee, head of marketing at Trade Winds Citrus, explained, "As the leader in the chilled juice category, it is important to continuously introduce and reinvigorate our brand. The Youth View Awards showcases the best and brightest of what we have to offer. As one of the few truly Jamaican brands, we seek to preserve initiatives which bring the spotlight to the positive aspects of our youth and culture.

"We have watched the YVAs team work diligently towards not just maintaining the standards they have set, but raising the bar higher with each staging. We are delighted to be afforded the opportunity to be involved," Lee said.

The Tru-Juice team will be having a number of innovations for the YVAs, such as the their Facebook promotions, where fans of the page (www.facebook.com/tradewindscitrus) will be able to win tickets to the show by answering trivia questions and posting pictures. On the night of the show, Tru-Juice will be erecting a Juicy tweet up lounge, which affords a bird's-eye view of the celebrities on the red carpet.