by Deanzer Roberts

There was a sense of renewed purpose in the air on May 30 as CIBC Caribbean brought together staff, stakeholders and community leaders both in person and online for the long-awaited relaunch of its beloved Unsung Heroes programme.

Held at the bank’s regional Head Office, the event marked the return of a signature initiative that once captured hearts across the region from 2003 to 2013. Now, more than a decade later, the campaign is back—refreshed, reimagined, and reaffirmed in its mission to spotlight the quiet champions of Caribbean society.

Delivering the keynote address was Donna Wellington, Chief Country Management Officer, who warmly reflected on the “immense goodness and kind acts” unearthed during the original programme’s tenure. She expressed excitement at the prospect of again discovering individuals who, though unheralded, are transforming lives through service, kindness, and courage.

With its original foundation rooted in honouring selfless men and women, the revitalised campaign expands the lens to include young people aged ten and above. According to Wellington, many of the region’s youth are actively engaged in positive, socially conscious efforts—ranging from environmental activism to community health awareness—but often go unrecognised. The new campaign seeks to change that.

Under the updated format, persons can be nominated for their outstanding work within their communities or for acts of heroism, bravery, or extraordinary kindness within the 12 months prior to the start of the campaign. The initiative will run across all ten territories where CIBC Caribbean operates, culminating in the announcement of local winners in August and regional awardees in September.

Wellington noted that the programme would once again be a key initiative under the CIBC Caribbean ComTrust Foundation, the charitable arm of the bank. She acknowledged the trustees of the Foundation for their enduring commitment to community development and expressed particular thanks to Debra King, the longest-serving trustee, for her guidance and leadership since the Foundation’s inception.

Established in 2003, the ComTrust Foundation has become a critical force for good across the region, disbursing over US$32 million—or approximately BDS$64 million—towards projects in areas such as health, education, youth development and environmental sustainability. From scholarships at the University of the West Indies to after-school programmes with the YMCA, the Foundation’s reach has been broad and impactful. It has supported young entrepreneurs through Youth Business Trusts and partnered with organisations like Hands Across the Sea to promote literacy in the OECS.

The Foundation has also stepped in during times of crisis. From supplying PPE during the COVID-19 pandemic to assisting in the aftermath of Hurricane Beryl and the La Soufrière volcanic eruption, its commitment to regional resilience has been unwavering.

One of its flagship initiatives, Walk for the Cure, continues to grow in popularity, attracting over 35,000 participants last year and raising more than US$5 million to support cancer care across the Caribbean.

Wellington also used the occasion to touch on the bank’s transformation journey. She described CIBC Caribbean as a more agile and digitally focused institution, offering customers a modern, secure and user-friendly banking experience. The bank, she said, remains deeply connected to the communities it serves, committed not only to financial innovation but to people-centred development.

As the event closed, anticipation was high for what the next generation of Unsung Heroes would bring. With nominations soon to open, the relaunch signaled more than the return of a programme—it marked a reaffirmation of Caribbean compassion, character, and community spirit.

Caption (from left to right) Corporate Communications Manager, CIBC Caribbean, Anthony Blackman, Chief Country Management Officer, Donna Wellington, Corporate Communications Manager, Debra King, Associate Senior Counsel and Trustee of the CIBC Caribbean ComTrust Foundation Olivia Burnett and Secretary to the ComTrust Foundation Shantelle Griffith looking at the coffee table book Unsung Heroes of the Caribbean featuring past winners of the bank’s Unsung Heroes programme.

Flow ignites with vibrant brand refresh

The hills of St. John pulsed with the heartbeat of Barbados on Saturday night as Flow unveiled its bold new brand campaign, Let Your Riddim Flow, during a high-energy celebration at We Gatherin’. 

Against a backdrop of infectious music, dancing, and vibrant community spirit, the leading telecoms provider in partnership with the National Cultural Foundation (NCF) brought together scores of Barbadians in a display of cultural pride and corporate transformation.

Throughout the day, there was a hive of activity in the Flow Riddim Zone. Then the night was marked by a carnival-style parade featuring stilt walkers, moko jumbies, costumed dancers, and Flow’s signature blue characters, who lit up the of Pool Woods venue with flair and fun. 

The event served as the public launch of Flow’s brand refresh, tied to the evolution of its parent company from C&W Communications to Liberty Caribbean — a name that signals greater regional pride and investment in technology and customer experience. But as Flow’s Vice President Desron Bynoe made clear, this transformation is about more than a name.

“We’ve turned a bold new page,” Bynoe declared to the lively crowd, “and we’re doing it with a rhythm that’s uniquely Caribbean. This campaign isn’t about products or plans. It’s about people and pride.

“It’s about connecting our culture to our technology in a way that feels real, feels local, and feels “Bajan to de bone”.It’s a cultural connection. Flow Barbados is still the brand you know and trust — but now, with more colour, more energy, and a louder beat. We’re inviting you to Let Your Riddim Flow.”

With a renewed focus on local communities, Flow has already rolled out a suite of initiatives that go beyond connectivity — from its Experience Uplift campaign, which takes customer service into the heart of neighbourhoods, to Technician Pathways, a training and development programme empowering the company’s nearly 100 technicians. Flow has also expanded its support of digital inclusion through JUMP, helping students and families bridge the digital divide.

The festive launch perfectly aligned with We Gatherin’ 2025, the government-led, year-long initiative aimed at reconnecting Barbadians across the island and the diaspora. As a major sponsor of the national celebration, Flow’s $120,000 partnership with the Division of Culture underscores its commitment to not only connecting people digitally, but culturally and emotionally.

“At Flow, we believe in celebrating where we come from while building where we’re going. Whether you’re a DJ in Bridgetown, a fisherman in Skeete’s Bay, or a student dreaming big in Gall Hill — your rhythm matters. Flow is not just your telecom provider; we are your rhythm partner,” said Bynoe.

The main stage came alive when the parade joined Bynoe on stage as new Flow jingle was debuted. 

As the campaign rolls out across media, events, and customer touchpoints in the coming weeks, Flow Barbados is moving to a new beat — one that is proudly Caribbean, undeniably Bajan, and ready to connect the future. (PR)

Leading telecom provider C&W Communications has officially changed its name to Liberty Caribbean, marking a bold new chapter in its more than 150-year legacy of connecting communities across the Caribbean. 

The evolution in name strengthens alignment with parent company Liberty Latin America and underscores a renewed focus on supporting the digital transformation of the region. In tandem, the company’s C&W Business brand will transition to Liberty Business, reflecting a broader commitment to delivering best-in-class enterprise solutions under a unified Liberty Caribbean identity.

“For well over a century we have been a vital link across the Caribbean – from the first undersea telegraph cables in the 19th century to today’s high-speed broadband, mobile, and enterprise solutions. As Liberty Caribbean, we embark on our next chapter with excitement and determination, unwavering in our mission to bring people together and enrich lives,” said Inge Smidts, Chief Executive Officer, Liberty Caribbean. 

As Liberty Caribbean, the company’s day-to-day operations remain fully intact with customer plans, points of contact and service levels continuing without interruption. 

“While our corporate name changes, everything our customers know, and love remains the same. Our trusted consumer brands of Flow and BTC will continue under their current names, and our day-to-day operations, customer service channels, points of contact, and service agreements remain unchanged,” added Smidts. 

The name change to Liberty Caribbean also coincides with the launch of “Let Your Riddim Flow” for Flow and BTC – a culture-driven campaign that weaves each island’s unique rhythm and identity into every customer interaction. 

From music collaborations and local partnerships to community activations, in-store experiences, and digital storytelling, “Let Your Riddim Flow” elevates Flow and BTC beyond telecommunications into a movement that celebrates Caribbean spirit and progress.

“This is not simply a rebrand, but a recommitment to the people we serve, and our new corporate identity reflects the unity and strength we gain by operating together under one purpose and one name. Our community initiatives and charitable efforts under the renamed Liberty Caribbean Foundation will also ensure that we continue to uplift every community we touch,” added Smidts. 

“And we’re committed to investing even more in our networks to ensure every community enjoys fast, reliable connectivity, and we’re enhancing our customer service through seamless experiences in our Flow and BTC apps and via WhatsApp – making support just a tap away. And to show our appreciation, we’re rolling out new loyalty rewards that give back to those who stick with us. It’s all part of our promise to connect, care, and commit to our customers every single day.”

Balan Nair, Chief Executive Officer, Liberty Latin America, said the evolution from C&W Communications to Liberty Caribbean signals the start of an exciting chapter. 

“By uniting under the Liberty Caribbean banner, we reinforce our century-long promise to harness connectivity as a force for economic growth, enhanced public services and social impact. Whether enabling remote work, linking families across islands or empowering small businesses to thrive, Liberty Caribbean stands ready to write the next chapter of Caribbean progress,” he said.  (PR)