Mandeville, Jamaica | November 11, 2025
In the wake of Hurricane Melissa’s devastating passage across Jamaica, the Jamaica Union Conference of Seventh-day Adventists (JAMU) is urging church communicators, journalists, and volunteers to practice great care and respect in how stories and images are shared.
The call comes amid widespread documentation of relief efforts that risk overlooking the dignity and privacy of those affected, though much of it is well-intentioned.
“In our effort to highlight what the Church is doing and to keep donors informed, we must never forget that behind every image and interview is a person, someone’s data, someone’s dignity,” said Brendon Coleman, JAMU’s Data Protection Officer and Assistant to the Communication Director. “The truth is, not every story is ours to tell.”
Coleman emphasized that the Data Protection Act, 2020, exists not to hinder humanitarian communication but to ensure that individuals’ rights are protected. This protection is even more necessary in times of crisis when those adversely affected are at their most vulnerable.
Under the Act, organizations such as JAMU are considered data controllers which means they are responsible for the lawful and fair collection, use, and storage of personal data, including images, videos, and personal testimonies.
“The law reminds us that information is precious,” Coleman continued. “Even when consent isn’t explicitly required under journalistic exemptions, compassion and thoughtfulness still are. The moral responsibility remains.”
The Jamaica Union Conference noted that while publicizing relief work helps to maintain transparency and build trust with donors, ethical boundaries must always guide what is shared publicly.
“There are many who have lost possessions, friends, and families. Despite this, they still have their human dignity,” Coleman said. “We must ensure that our coverage uplifts and protects, rather than exploits.”
To guide its communication teams and local church media ministries, JAMU issued a Data Protection Advisory.
The advisory provides practical guidance on obtaining consent, safeguarding footage, and ensuring that images and recordings are used only for their intended humanitarian purposes.
Nigel Coke, Communication Director of the Jamaica Union Conference, welcomed the move as an important step in aligning faith-based communication with both national law and Christian ethics.
“Our calling is to serve with integrity,” Coke said. “We can tell powerful stories without compromising privacy. This is how we build trust, not just with the public, but with those we serve.”
In an era when everyone with a smartphone can instantly share content, JAMU is reminding members that data protection extends beyond compliance to being an expression of Christian character.
“When we publish a photo of someone in distress without consent, we risk retraumatizing them and turning their pain into content,” Coleman warned. “The law holds institutions accountable, but morality holds each of us accountable for compassion. It is not just a case of legality but morality.”
JAMU’s reaffirmation of the Data Protection Act serves as both a compliance statement and a spiritual appeal, one that calls the Church to continue leading by example in promoting dignity and respect in every act of communication.
The Union’s emphasis on ethical communication extends especially to children and other vulnerable groups. Dr. Lorraine Vernal, Director of Children and Adolescents Ministries at JAMU, reminded communicators that post-disaster care includes protecting children not just physically, but emotionally and digitally.
“As we rebuild our communities, we must remember that our children are among the most vulnerable,” Dr. Vernal said. “Protecting them means safeguarding their privacy, seeking consent from parents or guardians before any engagement, and ensuring their dignity in every situation. Our mission is not only to restore what was lost, but to create a safer, more caring environment for them.”
The Jamaica Union Conference (JAMU) oversees the work of the Seventh-day Adventist Church in Jamaica, providing spiritual leadership, media coordination, and humanitarian relief through ADRA Jamaica. The Union remains committed to integrity, compassion, and compliance in all aspects of its mission.
3 comments
Well done. Encourage us to be thoughtful and sensitive.
Well said, timely and wise advice to ensure the dignity and security of especially those in distress are not abused.
Great. Persons must know that as a church we cater to the whole man and we care about every aspect of human lives. They must understand how we feel about people’s privacy and protection. Awesome 👌 👏🏻 👍🏾