Pernod Ricard, a global leader in the spirits and wine industry, has partnered with Nigeria’s Federal Road Safety Corps (FRSC) to launch a significant anti-drunk driving campaign in Lagos. The initiative, themed “Take Responsibility for Your Safety – Don’t Drink and Drive,” aims to raise critical awareness about the severe dangers of impaired driving and to actively promote responsible drinking habits among road users, particularly during the festive “Detty December” period and beyond.

This collaborative effort seeks primarily to mitigate the alarming rate of road accidents and fatalities that often surge during Nigeria’s festive seasons. According to data released by the FRSC, drunk driving remains one of the predominant causes of road crashes nationwide, with Lagos State identified as particularly vulnerable due to its bustling nightlife and a high concentration of vehicles on its extensive road network.

Speaking at the campaign’s official launch event, Mr. Michael Ehindero, the Managing Director of Pernod Ricard Nigeria, underscored the company’s unwavering commitment to fostering responsible drinking practices and enhancing road safety. He articulated the company’s core belief, stating, “At Pernod Ricard Nigeria, we are dedicated to encouraging responsible choices and cultivating a culture of safety across our roads, ensuring the well-being of all citizens.”

Echoing this sentiment, Corps Commander Kehinde G. Hamzat, the Sector Commander of FRSC Lagos State, whose address was delivered by Deputy Corps Commander Edith Eloka, emphasized the crucial role of collective responsibility in achieving road safety. She asserted, “Road safety is not merely an individual concern but a shared responsibility; therefore, we must unite in our efforts to prevent crashes and ultimately save precious lives on our highways.”

The comprehensive campaign strategy encompasses a series of targeted sensitization programs designed for commercial drivers, private road users, and the general public. Furthermore, it involves strategic collaborations with various government agencies, civil society organizations, and private sector partners, all working in concert to amplify the vital message of responsible drinking and paramount road safety.

This initiative forms an integral part of Pernod Ricard Nigeria’s broader global Sustainability & Responsibility roadmap, which aligns seamlessly with the United Nations Sustainable Development Goal 3, focused on promoting good health and well-being. It directly reflects the company’s overarching global purpose statement: “We are committed to being a responsible and sustainable company, creating a better tomorrow for all our stakeholders through impactful actions.”

The launch event garnered substantial public engagement, successfully securing an impressive 1,500 pledges from participants across key locations including the Ikeja City Mall, The Event Centre, and ABC Transport Company. This widespread commitment was further bolstered by compelling goodwill messages from a diverse array of stakeholders, signalling broad support for the campaign’s objectives.

Among the prominent stakeholders offering their support were 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). Their collective endorsement highlights the multi-sectoral recognition of the urgent need for enhanced road safety measures during festive periods.

Advising motorists on safe road usage, Corps Road Safety Commander Mr. Godwin Uweni, who heads operations for the Ikotun Unit Command of the FRSC, urged drivers to prioritize road safety unequivocally and to strictly adhere to all established FRSC guidelines. Practical engagement activities, such as a head-to-head trivia competition offering gift items and branded stickers emblazoned with the “Don’t Drink & Drive” message, were conducted at ABC Motor Park.

Drivers were actively encouraged to share their experiences and insights on various social media platforms, utilizing the designated branded hashtag, “Don’t Drink and Drive,” to extend the campaign’s reach. This year’s efforts build upon previous successful collaborations, including a similar partnership with the FRSC and other stakeholders last year, which also promoted responsible drinking practices through its “Drink More Water” activation, demonstrating a sustained commitment to public safety.

The ongoing commitment by Pernod Ricard and the FRSC underscores the critical importance of continuous public education and enforcement in tackling the pervasive issue of drunk driving. Such sustained partnerships are vital in fostering a culture of responsibility and ensuring safer roads for everyone, not just during festive periods but throughout the year, contributing significantly to national development and well-being.

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Keywords: Pernod Ricard Nigeria, FRSC road safety, Drunk driving campaign Lagos, Detty December safety, Responsible drinking Nigeria, Road accidents prevention, Federal Road Safety Corps, UN SDG 3