JaBBEM is a budding grassroot organization that is acutely aware of the adverse effects of misguided development and environmental injustice to beach, beach property and sensitive terrestrial ecosystems. These practices are in violation of the Jamaican people's human rights to access and use the sea. These forms of environmental colonization by the elites result in unsustainable economic growth and give rise to inequality, community deconstruction, crime, violence, social unrest and health issues. This organization is advocating for the liberation and protection of the beach environment and sensitive terrestrial ecosystems. We are advocating for guaranteed access to all beaches (beach birthright) by the institution of a legal framework and constitutional amendment in addition to the assignment of environmental personhood or the equivalent to beaches and sensitive terrestrial ecosystems.