By Kevon Foderingham, Marketing and Communications Manager, PSI/Caribbean
“Sex Nice, But De AIDS Ting” may not be the typical slogan that you would see emblazoned across the front of a t-shirt but PSI/Caribbean is making efforts to have this and other similar slogans become mainstream.
The actual phrase came from the popular 90’s Jamaican Dancehall song “Rubbers” sung by Frisco Kid as he crooned “ Mi want a jook offa Jacqueline. But mi haffi draw for my rubbers, for my rubbers, Sex nice but the AIDS ting, Wi mek yuh die like flowers, die out like flowers,” which means that he wants to have sex with Jacqueline but will ensure he uses a condom for fear of contracting the virus.
In the Caribbean region PSI operates a robust condom social marketing program through its Got it? Get it.(GIGI) campaign which resonates with Youth-at-Risk. Through face to face BCC, targeted media, online interaction and promotional items GIGI has managed to stay fresh and keep its finger on the pulse of Caribbean youth culture.
It is commonplace to venture into many Caribbean towns and villages and see a young person or two wearing a GIGI T-shirt emblazoned with the slogans like: Sex Nice, But De Aids Ting and Think Like A Man. In the past these message t-shirts would only be available to the public through promotional activity but so many requests to purchase kept flooding in. As such the introduction of the bold line on the Trinidad & Tobago market for sale was part of a deliberate effort to find innovative and sustainable ways to engage the target population, in an effort to meet demand, remain relevant to the audience and also generate programmatic income.
Caribbean soca musician Kevon Carter and local model Diana Quashie were chosen as the faces of the former promo line turned fashion must have. The beauty of GIGI is that as youth culture evolves so does the brand.