Jamaica Down Syndrome Foundation Bredrin 2K Walk
The Jamaica Down Syndrome Foundation (JDSF) is a nonprofit organization dedicated to advocacy, family support, education, and inclusion for individuals living with Down syndrome across Jamaica.
In November 2025, the Foundation hosted the second staging of its signature Bredrin 2K Walk, held in recognition of World Down Syndrome Awareness Month and aimed at raising funds for families impacted by Hurricane Melissa.
What they needed
JDSF needed a comprehensive communications push to:
- Raise national awareness around World Down Syndrome Awareness Month and the “Health Equity” theme.
- Promote their Bredrin 2K Walk and drive participation.
- Support fundraising efforts for families affected by Hurricane Melissa.
- Build on the momentum from their successful “Lots of Socks” campaign earlier in the year.
- Strengthen overall visibility and public engagement with the work of the Foundation.
our strategy
1. Media Features & Press Coverage
We secured multiple high-value media placements to amplify national visibility:
- Print & Online: Gleaner, Our Today
- Television Coverage Post Event: CVM at Sunrise
- Radio Interviews: Kool97, NCU FM, Roots FM, Suncity, Mello FM, Gospel JA
- Television Interviews: TVJ Smile Jamaica
Our press outreach positioned the Foundation’s message of inclusion, awareness, and post-hurricane support in front of diverse audiences across the island.
2. Digital Billboard Placements
To enhance event visibility, we secured digital billboards across key Kingston locations, showcasing the event flyer and details.
3. Social Media Campaign & Management
We conceptualized and executed a full social media campaign across Instagram to promote:
- World Down Syndrome Awareness Month
- The Bredrin 2K Walk
Our team handled:
- Graphic design
- Captions and storytelling
- Daily posting and engagement
- Community management
- Live social media coverage
- Post-event wrap-up content
This ensured consistent visibility and strengthened online community engagement.
4. Post-Event Publicity
Following the event, we coordinated:
- A post-event press release
- Continued social media momentum
- A 60-second recap video that aired on CVM at Sunrise, extending visibility beyond event day.
The Outcome
Strong Media Impact
- 7 interviews (radio + TV)
- 2 major features across print, online, and digital platforms
- Amplified national conversations around Down syndrome awareness and inclusion
Fundraising Success
The Bredrin 2K Walk raised over JMD $3.1 million, supporting families affected by Hurricane Melissa. Despite the challenges, community support remained strong, an inspiring show of unity and compassion.
Social Media Growth & Engagement
- Over 75,278 total views during the campaign period
- More than 17,000 additional impressions on promotional materials
- Consistent engagement that boosted awareness of the Walk, the Foundation, and Down syndrome advocacy
Elevated Brand Visibility
Our integrated PR + digital strategy ensured:
- Increased public understanding of JDSF’s mission
- Wider recognition of the Bredrin 2K Walk as a national initiative
- Strengthened credibility for the Foundation as a leading voice for inclusion in Jamaica
conclusion
Through strategic storytelling, targeted media relations, impactful visuals, and cohesive social media management, ND Communications successfully elevated the Jamaica Down Syndrome Foundation’s message of “Health Equity” and helped drive a powerful, community-driven fundraising effort.
This partnership demonstrates how thoughtful communications can transform awareness into action and lasting impact.
