Nuh Dutty Up Jamaica is the public education campaign component of the Clean Coasts Project (CCP).

The Clean Coasts Project (CCP) is a partnership between the Tourism Enhancement Fund (TEF), Wisynco and the Jamaica Environment Trust (JET). Launched in 2014 with J$34.5 million in funding from TEF, Phase I of the project included environmental education for adults and children along with practical strategies for tackling poor solid waste management and marine debris in Jamaica. Some of CCP’s achievements are:

  • Launch of the Nuh Dutty Up Jamaica campaign in February 2015 which has continued to gain support and momentum through social media and traditional media outlets. Partnerships established through the campaign with the Sandals Foundation, Dream Entertainment, Island Grill, Bacchanal Jamaica, Grace Kennedy Foundation, Japan International Cooperation Agency, the CB Group, National Bakery and several other corporate and non-corporate organisations. An external evaluation of the campaign done in its early stages indicated that our message was being effectively communicated to our target audience. Read the full evaluation here.


    Nuh Dutty Up Jamaica Brand Ambassador, Dutty Berry, shakes hands with Minister of Tourism and Entertainment, Dr. Hon. Wykeham McNeill at the launch of the campaign in February 2015

  •  Over 580 students from secondary schools in Ocho Rios, Montego Bay and Negril benefited from marine conservation themed field trips.
  • Eight underwater sites in Ocho Rios, Monetgo Bay and Negril received 16 cleanups between October 2014 and April 2015. Partnerships have been established with local groups in each area to continue this work. Check out a summary of findings of these underwater cleanups here.
  • A Debris Containment Boom to collect garbage at the mouth of the South Gully in Montego Bay was designed and deployed in mid May 2015. The boom consists of a floating net placed at the mouths of the waterway to trap floating waste, preventing its release to the sea and other beaches. This first boom is a pilot to test the approach. It is regularly cleared by the Montego Bay Marine Park, CCP’s local partner.

    Teachers participating in JET's Schools' Environment Programme participate in a training workshop under the Clean Coasts theme in Montego Bay, November 2014

    Teachers participate in an SEP training workshop under the Clean Coasts theme in Montego Bay, November 2014

  • On Earth Day, April 22, 2015, a research day and competition targeted at Tourism Action Clubs (TACs) was hosted in Kingston. The event featured seven TACs mounting displays of their research projects on where Jamaica’s waste ends up after it is thrown away –  Where the Waste Goes – Highlights from Earth Day 2015
  • JET’s Schools’ Environment Programme (SEP) was successfully delivered in 31 schools under the Clean Coasts theme

In July 2015 JET signed a new grant agreement with TEF for J$60 million to extend the Clean Coasts Project until June 2016. CCP Phase II built on the success of the first phase:

  • International Coastal Cleanup Day national coordination by JET was included under the Clean Coasts project umbrella. Held on September 19, 2015: 121 sites cleaned up by 7,985 volunteers.

    Volunteers clean up Flavour’s Beach in St Ann on International Coastal Cleanup Day 2015

  • Nuh Dutty Up Jamaica Link & Think seminars in March 2016, targeted at tourism and entertainment interests and other relevant stakeholders to promote the campaign and foster partnerships.
  • Qualitative research conducted by JET examining the factors contributing to the South Gully in Montego Bay being used as a garbage disposal site. Report on the main research findings produced and shared on July 27th, 2016 in Montego Bay at a stakeholder meeting and media launch and tour of the South Gully.
  • Ten underwater cleanups carried out at five sites in three resort areas along the North Coast.
  • TAC research day and competition held on Earth Day, April 22nd, 2016 entitled “Sun, Sea and …Solid Waste?” at Terra Nova Hotel in Kingston
  • 14 field trips conducted in Negril, Montego Bay, Black River, Ocho Rios and Kingston, attended by 802 students and 33 teachers from 10 schools.

JET - Nuh Dutty Up Jamaica Cleanup Network-71

L-R: Jermaine Brown (Wisynco), Diana McCaulay (JET), Kristina Hanniford (Nuh Dutty Up Jamaica Cleanup Coordinator – Negril Education Environment Trust) and Dr Carey Wallace (TEF) at the launch of the Nuh Dutty Up Jamaica Cleanup Network in March 2017

Phase III of the Clean Coasts Project began in February 2017. The Tourism Enhancement Fund continues as the main donor for the project. Wisynco has been added as the main CCP corporate sponsor. Phase III project activities will include:

  • Delivery of new Nuh Dutty Up Jamaica campaign products for social and traditional media
  • Nuh Dutty Up Montego Bay campaign targeted at that resort area, with specific focus on communities in close proximity to the South Gully.
  • Launch of the Nuh Dutty Up Jamaica Cleanup Network and a schedule of community cleanups across Jamaica in 2017
  • Targeted Nuh Dutty Up Jamaica/Clean Coasts campaign in Trench Town, Kingston, Nine Miles, St Ann and Lakes Pen, St Catherine
  • The 2017 Clean Coasts Project Secondary School Research Day & Competition on April 27, 2017.
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