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Virgo Communications Inclusion of Diverse Voices Wins Big in Addy Awards

A series of witty videos for Sagicor Bank by Barbadian agency Virgo Communications, one of which included Deaf Barbadian talent, has resulted in multiple gold awards at the American Advertising Awards and the prestigious Mosaic award, which is given for diversity and inclusion in advertising.

The Caribbean Advertising Federation said the judges of this year’s American Advertising Awards (or “ADDY” awards) commended the agency for cleverly using American Sign Language (ASL) in the video “Bad Partner.” Amy Turkington, the 2024 ADDY Chairman explained that the Mosaic is not awarded every year. “A CAF Mosaic Award recognises creative excellence for an entry that promotes inclusiveness, equity and diversity. The judges felt that the energy and spirit in this ASL spot from Virgo Communications was very well done. They felt the actor was exceptionally talented in conveying the concept of breaking up with his provider.” The video was part of the “Break up with your Bank” campaign, which also won a Gold Award for the entire campaign. Virgo also won another Gold and two Silvers for individual videos in the series. Virgo also received a Silver Addy award for Rubis’ “Fuel Your Fun” jingle, further solidifying its position as a leader in innovative advertising.

Emma Saba, Director at Virgo, said the company is thrilled by the awards, especially for the Mosaic award. “The campaign originated thanks to Sagicor Bank’s commitment to doing an enormous amount of research into the issues and frustrations that people in Barbados feel with banking and financial institutions in general. Every one of these ads actually came from a key insight from a focus group or, in some cases, even from certain phrases that people used. What’s fantastic about this Mosaic-awarded ad is that the frustrations the actor brought to life weren’t around his disability. It was frustrations that everybody feels, and it showed the commonality that we all feel in certain situations.” 

“Bad Partner” was directed by Khalil Goodman, Account Director at Virgo Communications. All the videos in the campaign were shot and edited by Stuart Hall.

Lionel Smith, who appeared in “Bad Partner”, is also a Deaf advocate. He said the impact of the ad is two-fold: it showed disabled people as part of everyday mainstream society and served to inspire the Barbadian Deaf community. “It gives some a sense of pride to see another deaf person on camera. [We can] look at it and… maybe they can also know that they can have the opportunity to be involved in something like that in the future as well.”

Dwayne Worrell, Marketing Manager with Sagicor Bank, said his company is “more than happy to have partnered with a strong agency to help us to bring, to market our vision with some flair and some flavour. It’s important for us to have several voices represented in our advertising because our products and services are available to everyone in Barbados. Simply put, representation matters and inclusion matters.” He added, “I would encourage other companies, entities, agencies to.. be more inclusive in their advertising.”

The Caribbean competition is the first leg in a 3-tier awards process and one of the largest competitions in the US and Caribbean. Winners from AAF-Caribbean will compete with winners from Florida at the District Competition, winners being announced in May at the District 4 Annual Meeting and AAA gala presentation. The third and final tier of the competition is National, which includes winners from 15 multi-state districts to compete as finalists in the American Advertising Awards competition. (PR)

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NISSS Expected To Pay Out Close To A Billion In Benefits This Year

Close to one billion dollars in benefits are expected to be paid to Barbadians this year by the National Insurance and Social Security Service (NISSS).

This was disclosed yesterday by the NISSS’s Chief Executive Officer (CEO), Kim Tudor, as she spoke to media representatives on the sidelines of the Technical Seminar: Communication approaches and strategies in social security institutions in the Caribbean, being hosted at the Hilton Barbados, Needham’s Point, St Michael, from June 2 to 4

Noting these funds were the kind of monies that passed through the NISSS as income support for Barbadians, she reiterated: “It is going to be about a billion Barbadian dollars this year in benefits.”

Ms. Tudor further noted that the NISSS, now in its 58th year, had also made it a lot more flexible and easier for self-employed persons. Pointing out that this month the organisation would be holding an orientation session/workshop for the creatives in Barbados, she said this would allow them to “hear in detail and ask questions, specifically about the self-employed”.

Explaining the need for this, she added: “Remember now, with the self-employed, we recognise that people are gig workers, and their money isn’t consistently a monthly salary. They get it based on gigs and other kinds of activities. And you can come to the NIS and pay any amount, at any time, you know. And we will prorate it over the year for you.”

The CEO, in a call out to such individuals, said: “So whatever you have, you can come. You know, there is Crop Over coming up. You make a lot of money at Crop Over, come and pay your NIS for the year, one time. So, those are some of the things that we have made, to make it more flexible. Our social media pages are being followed more and more. And of course, we will push that.”

While also noting that persons are currently registering for the Solidarity Allowance, Ms. Tudor let it be known that now was “a useful time to ask any questions” of the organisation and stressed that as the NISSS moved forward, it would be engaging a lot more with the public via fora and other avenues.

The head of the NISSS, referring to an appeal by one media house to make her organisation’s reports/annual reports more accessible to the public, admitted this was being actively worked on.

She further added that efforts are ongoing to make sure annual reports are updated and soon there would be annual presentations to the public, highlighting the progress of the fund, how it was performing and how much it was paying out, among other things. 

“That’s the information we will share with the public so that we can build that trust because we are working hard for you. We recognise…the important role that social security plays in income security, so we take it very seriously, and we want you to be able to know that we are …working towards making sure that happens for you,” she stated. (PR/GIS)

Caption: Chief Executive Officer of the National Insurance and Social Security Service (NISSS), Kim Tudor, speaking to the media at Hilton Barbados yesterday. Looking on is Director of Antigua and Barbuda’s Social Security Board, David Matthias.

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CIBC Caribbean Relaunches Unsung Heroes Campaign to Spotlight Everyday Champions

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.


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Let Your Riddim FLOW

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)

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