As large companies in industry prepare their advertising campaigns for the year 2010, I use this opportunity to appeal to the executive managers with such responsibilities, and the members of the boards who sign off on most of their companies' advertising, to consider very carefully the climate that obtains in Jamaica with regard to our youth and the influence the advertising campaigns has on them.

We speak very strongly and with indignation about the lyrics and performances of artistes. We bemoan the rape and abuse of our females, yet each year, posters and calendars are created to advertise products "from a pin to an anchor", using the bodies of young females in very compro-mising positions and scanty clothing - if some of what they are dressed in can be called clothing.

Subliminal messages

This sends subliminal messages that this is how our young women should behave and earn a living. It also encourages young men to see women's bodies as something to be ogled and used for what ever their whim or fancy may be at any given time.

As corporate magnates, you need to set the pace for the culture of our country. You need to use your wide influence to establish how the youth of the country should behave. These young women rely on all of us to model acceptable behaviour.

Men and women who would never allow their daughters to be used in such advertisements, promulgate and approve these campaigns because of the monetary value that it brings to their companies without thinking of the huge negative effect it can have on young minds, causing moral decay and, if they do consider it, they are willing to sacrifice it at the altar of the 'almighty' dollar .

Become more innovative

I am sure with the skills at your disposal you can find more innovative, intriguing, inspiring and attractive ways to advertise your products, without sexual connotations and without defaming the beautiful gift of the female body.

This is a challenge to you, as we strive to influence our society, especially the young, and we look forward to the 2010 advertisements with the hope that they will inspire and challenge our young minds, rather than take them to the basest level.

I am, etc.,

CONCERNED MOTHER

Kingston