Nicely tying up my time in Jamaica with a rainbow, my final day on the island coincides with anÂ announcementÂ by the Jamaican LGBT rights group J-FLAGÂ of a television campaign aimed at encouraging Jamaicans to love and support their LGBT family members. The US Ambassador to Jamaica,Â Pamela E Bridgewater, addressed a packed audience at the launch of the public service announcement,Â Unconditional Love, stating that “homophobia must be eliminated immediately, [because] as President Obama says, no one should be hated because of who they love.” Featuring Christine Straw, former Miss Jamaica World and Miss Jamaica Universe, and her gay brother Matthew Straw, the video is a publicÂ declarationÂ of love and acceptance – not the typically bigoted rhetoric one has come to expect publicly from the island’s leaders. As a step toward greater visibility, the effects of the PSA can’t be underestimated. For too longÂ peopleÂ have dwelt in the fear of what they don’t know: when it comes home to roost that’s no longer a valid excuse. Change, it seems, is finally coming to Jamaica – whether people like it or not.