Red Loud campaign tackles public health crisis

The BVI Health Services Authority (BVIHSA) launched the Red Loud campaign on Friday, June 6, a public health initiative that seeks to address the growing burden of chronic diseases in the Virgin Islands.

The campaign raises awareness about the alarming rise in hypertension, diabetes, and kidney disease, which health officials say are straining the territory’s health system and economy.

Dr June Samuel, Acting Chief Executive Officer of BVIHSA, called the issue a public health emergency. “The silent trio of hypertension, diabetes and kidney disease is wreaking havoc on our people and ultimately affects our health economics,” Dr Samuel said.

“Red Loud is about urgency. It is about action that needs to be taken, and it will provide the community with information to help to empower them to begin to take some changes in their own lives,” she added.

The Acting CEO revealed that dialysis costs approximately $150,000 per patient annually, excluding medication and laboratory expenses. With 54 patients currently on dialysis and 16 more at the critical stage five of kidney disease, she stressed the need for urgent intervention, particularly with the Dialysis Unit being at capacity. “We cannot afford to continue in this way,” she explained. “Prevention is our most powerful tool.”

The Red Loud campaign encourages early screening, promotes healthier lifestyle choices, and provides the community with vital health education. Central to the initiative is a new online resource centre (www.redloud.bvihsa.vg), offering fitness trackers, meal guides, and information on the DASH diet.

Health Minister Vincent Wheatley called the campaign bold and necessary. “We are committed to building a resilient health system that prioritises prevention, promotes wellness, and empowers every resident to lead a longer, healthier life,” Wheatley said.

He pointed to troubling statistics showing high levels of obesity and poor nutrition among residents. “Too many of our people are overweight or obese,” he stated. “These lifestyle choices are contributing to preventable diseases that diminish quality of life.”

One Mart Supermarket partnered with the initiative by promoting DASH-approved items and offering discounts on healthier foods. “Food is more than just fuel. It is the foundation of good health,” Managing Director Mark Vanterpool said. “We are proud to be the official DASH diet partner in this campaign.”

The BVI Diabetes Association is also playing a major role by offering free health screenings and diabetic education during the campaign’s activities. Dr Sharlon Lewis of the Association urged residents to get involved. “Red Loud is not just a slogan, it’s a call to action,” she stated.

The Red Loud campaign will include events across the territory, including fitness days, health screenings, and healthy food showcases on Tortola, Anegada, Jost Van Dyke and Virgin Gorda. It is supported by various community partners, including Digicel, Nagico Insurance, and several local churches and gyms.

“This is about your health. This is about my health. This is about the health of the BVI,” Dr Samuel said. “Let us make prevention louder than the disease. Let’s get Red Loud.”