By Ayomide Otitoju
Pernod Ricard Nigeria, part of the global spirits and wine group Pernod Ricard, 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 among road users.
The campaign, themed “Take Responsibility for Your Safety – Don’t Drink and Drive,” seeks to reduce road accidents and fatalities, particularly during the festive season. According to the FRSC, drunk driving remains a leading cause of road crashes in Nigeria, with Lagos State especially vulnerable due to its bustling nightlife and high traffic volume.
Michael Ehindero, Managing Director of Pernod Ricard Nigeria, emphasized the company’s commitment to road safety and responsible drinking. “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, represented at the event by Deputy Corps Commander Edith Eloka, highlighted 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,” she said.
The campaign features sensitization programs targeting commercial drivers, road users, and the general public, alongside collaborations with government agencies, civil society, and private sector partners to amplify the message of responsible drinking and safe road usage.
The initiative aligns with Pernod Ricard Nigeria’s global Sustainability & Responsibility roadmap and the United Nations Sustainable Development Goal 3, which promotes good health and well-being. It reflects the company’s commitment to being a responsible and sustainable business.
The launch event, held at Ikeja City Mall, The Event Centre, and ABC Transport Company, secured 1,500 pledges from participants, 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).
Corps Road Safety Commander Godwin Uweni, Head of Operations, Ikotun Unit Command FRSC, urged motorists to prioritize safety and adhere to FRSC guidelines. At ABC Motor Park, drivers participated in a trivia competition and received gift items and stickers promoting the “Don’t Drink & Drive” message, with encouragement to share experiences on social media using the campaign hashtag.
Pernod Ricard Nigeria has previously collaborated with FRSC and other stakeholders to advance road safety through campaigns such as last year’s “Don’t Drink and Drive” and the responsible drinking “Drink More Water” activation.
