To help drivers and other road users understand the negative effects of drink-driving, and promote responsible choices during festive seasons and beyond, Pernod Ricard Nigeria has launched ‘Don’t Drink and Drive: Safe Roads’ Campaign in partnership with Federal Road Safety Corps.

During the launch of the initiative in Lagos, the Managing Director, Pernod Ricard, Michael Ehindero, stated that as passionate hosts, his company is committed to fighting alcohol misuse and creating a better way to live and work together, bringing good times today and for generations to come.

According to him, “Safe Roads” is one of the company’s programmes under its sustainability and responsibility roadmap.

“Since 2021, we have launched several initiatives under the Responsible Hosting pillar. Our ‘Drink More Water’ campaign encourages consumers to stay hydrated while enjoying our brands. Additionally, our ‘Don’t Drink and Drive.”

Safe Roads’ campaign tackles harmful drinking by raising awareness about the dangers of drink driving and promoting safe road practices.

“These initiatives have been conducted in collaboration with FRSC, the lead agency for road traffic management and safety administration in the country, sensitizing drivers and road users across various motor parks.

Ehindero stated that his company considers road safety a shared responsibility that calls for shared commitment. “It is our strong belief that by partnering with key state and non-state actors in road safety, including the media, we will be able to get the message on road safety across to motorists to help reduce road accidents.

“At Pernod Ricard Nigeria, in line with our tagline – “Créateurs de Convivialité” – we aspire to create a more convivial world, one without excesses. We place paramount importance on the safety of motorists, commuters, and pedestrians. We are committed to increasing awareness of road safety in general and helping to reduce road accidents and deaths in Nigeria.”

The FRSC Lagos Sector Commander, Kehinde Hamzat, commended Pernod Ricard Nigeria for launching the campaign, which shows it is a responsible organisation, imploring other private organisations to emulate the company.

At the event were critical stakeholders that included transport unions, and Lagos State Emergency Management Agency (LASEMA).