Bleaching has long been popular in our society. But the harmful effects and threat of death just does not seem to be enough to stop some Jamaicans from doing what they deem necessary for that getting what they describe as the 'pretty' skin tone.

According to last Weekend STAR's lead story, the Ministry of Health has embarked on an anti-skin bleaching campaign. The campaign is aimed at getting people to stop engaging in the harmful practise, but it seems the campaign is destined to fail as several vendors vow to continue to sell the illegal products that people use to get the lighter hue.

It is clear that the reasons driving this practice are so deeply rooted that reversing them may require more than just a public education campaign.

This is bound to be a difficult task as the women claim the bleaching makes them beautiful and beauty as we know, is a quite effective medium to achieve the status needed to move up the social ladder.

It is clear that the Ministry of Health may need to get some sociologist involved if it is to stop the practise. Clearly what is needed is a campaign to change the values and motives which drive people to engage in the practice.

If this is not done, the money spent to educate the public about the practise and its dangers will fall on deaf ears.

Instead the people will still buy the bleach, will still risk their health, will mix whatever is necessary to give them the look that they consider to be the key to their dreams.