Pernod Ricard Nigeria and FRSC Launch “Safe Roads” Campaign to Combat Drunk Driving
Pernod Ricard Nigeria, a member of the Pernod Ricard Group, a global leader in the spirits and wine industry, in partnership with the Federal Road Safety Corps (FRSC), has launched the ‘Don’t Drink and Drive’ campaign in Lagos to raise awareness about the dangers of drunk driving and promote responsible drinking habits among road users.
The campaign, themed “Take Responsibility for Your Safety – Don’t Drink and Drive,” aims to reduce road accidents and fatalities during the festive season and beyond. According to the FRSC, drunk driving remains a leading cause of road crashes in Nigeria, with Lagos State being particularly vulnerable due to its vibrant nightlife and high vehicle population.
Speaking at the launch event, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, emphasized the company’s commitment to promoting responsible drinking and road safety. “At Pernod Ricard Nigeria, we believe in encouraging responsible choices and promoting a culture of safety on our roads,” he said.
Corps Commander Kehinde G. Hamzat, Sector Commander of FRSC Lagos State, who was represented by Deputy Corps Commander Edith Eloka echoed the importance of collective responsibility in ensuring road safety. “Road safety is a shared responsibility, and we must work together to prevent crashes and save lives,” he said.
The campaign includes sensitization programs for commercial drivers, road users, and the general public, as well as collaborations with government agencies, civil society, and private sector partners to amplify the message of responsible drinking and road safety.
It is part of Pernod Ricard Nigeria’s global Sustainability & Responsibility roadmap, which aligns with the United Nations Sustainable Development Goal 3 that promotes good health and well-being, and is reflected in its global purpose statement, which states: “We are committed to being a responsible and sustainable company, creating a better tomorrow for all our stakeholders.”
The event secured 1,500 pledges from participants at the Ikeja City Mall, The Event Centre, and ABC Transport Company, with goodwill messages from stakeholders, including the National Union of Road Transport Workers (NURTW), the Ministry of Transportation, the National Drug Law Enforcement Agency (NDLEA), and the Nigerian Association of Road Transport Owners (NARTO).
While admonishing safe road usage, Corps Road Safety Commander, Godwin Uweni, Head of Operations, Ikotun Unit Command FRSC, advised motorists to prioritize road safety and adhere to FRSC guidelines.
At ABC Motor Park, there was a head-to-head trivia competition with gift items and stickers with the “Don’t Drink & Drive” message to drivers, who were also encouraged to share their experiences on social media, using the branded hashtag, Don’t Drink and Drive.
Last year, the company partnered with FRSC and other stakeholders to promote road safety through the “Don’t Drink and Drive” campaign, and responsible drinking practices with its “Drink More Water” activation.
