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PSI launches T-shirt campaign to help fight HIV/Aids

Sunday, July 29, 2012
PSI: Ann Katrin Richter, from left, with Jamilia Alexander, Kevon Foderingham, manager, marketing and communications PSI, Moira Denman, regional programme director, PSI. PHOTOS: SEAN NERO


The local arm of Population Services International Caribbean (PSI) has introduced a line of trendy T-shirts to its educational arsenal toward the prevention of HIV/Aids in T&T. The catchy slogan is Got It? Get It (GIGI). The non-profit organisation which embarked on a regional condom social marketing programme seven years ago, unveiled the fashionable line of branded T-shirts at a cocktail reception held at Drink Wine Bar, Rosalino Street, Woodbrook, on Thursday.
It’s expected to be the first in an exciting rollout of branded products by the local chapter, which begins this August, with the prospect for expansion into other types of paraphernalia in the new year. Guests at the unveiling saw the premier of a video, as well as a still photography campaign that will accompany the GIGI brand.
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Julia Roberts, Caribbean regional representative for PSI, and Tatiana Parrott, manager of the HIV/Aids Unit at the Ministry of Labour, Small and Micro Enterprises were in attendance. “Over the past few years, our promotional branded GIGI slogan T-shirts have become popular with young people across the region,” said Kevon Foderingham, manager for marketing and communications at PSI Caribbean. “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. The introduction of the selective apparel on the local market for sale at a price yet to be determined, was part of a deliberate effort to find innovative and sustainable ways to engage its target population,” he said. Six years ago, PSI launched the brand which resonated well with the youths, and scored high for its ability to empower this at-risk group to be sexually responsible.  


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