The rationale behind JEM originates from the fact that there are countless people in the world with huge dreams and creative ideas bottled up inside. Given that many of these individuals may have no clue how to make their dreams a reality, JEM’s role is to offer an approach facility to help people explore and develop the ideas that they have for themselves. To do so, we are rolling out a series of campaigns designed to inspire, incite and ignite talent across different disciplines from entrepreneurship and the arts, to music, photography, sports and fashion.