Malcolm

When Jamaica's Sandre Malcolm woke up from a groggy stupor to find out he had landed wealth, it was literally a dream come true.

Malcolm, 21, who topped the Scotiabank Change-Maker Challenge Competition for the English-speaking market, was awakened by a phone call from the organisers that he had won US$10,000 (J$890,000). His entry came up trumps above more than 700 qualified submissions across the Caribbean.

"I feel ecstatic right now," he said, his voice trailing off into a triumphant laugh, as he struggled to regain his composure.

Malcolm, who recently finished his second year at the University of the West Indies, Mona, was working in New York in order to save money to continue his marketing degree. He had arrived in the island approximately 5 a.m. last Friday, after missing his previous flight.

Before the presentation at the Jamaica Pegasus hotel, Malcolm told The Gleaner that the real feeling of being in the top three had not fully sunk in as he had arrived in the morning and did not get much rest. It was shortly before nine, and he was attending the opening ceremony.

"I was in my bed when they called me down here and said I need to be here right now, so I honestly want to do this and get back to sleep so that I can have the frame of mind to do the presentation," he joked.

And what are his plans for his money?

"I am going to invest some of it. I have a business venture that I am interested in so now I finally have the capital to start it," he said, between laughs. He also expressed joy at the thought that the money will go a far way in defraying his educational expenses for the upcoming academic year.

A smiling Malcolm was particularly grateful for the assistance that his friend Duane McIntosh provided while he was overseas. When McIntosh spoke, it was evident that he, too, was overjoyed at the victory.

"I feel good. From the get-go we were excited about (the idea) and said this is a must-win," he said.

This is the second year of the competition. The contestants were asked to devise a marketing and promotion strategy, fuelled by US$100,000, to engage young adults.

New generation

Malcolm proposed viral marketing and an innovative use of web-based media under the theme 'Revolution'.

"Our generation likes to have everything in one place. Marketing, like the product, must show a shift from commonplace promotions and should generate an unprecedented level of excite-ment," read a part of his proposal.

In the English market, the second prize of US$5,000 (J$445,000) went to Janelle Brown, also a Jamaican, while Kayla Hall of Belize placed third and walked away with US$3,000 (J$267,000).

See photo feature in Sunday's Outlook magazine.

kimesha.walters@gleanerjm.com