CAPTION: A cross-section of participants at the Safe Roads - Don't Drink and Drive Townhall meeting organised by Pernod Ricard Nigeria and Federal Road Safety Commission (FRSC) to educate road users on responsible behaviour during the festivities.
As the festive season fills Lagos with celebration, music, and increased movement, Pernod Ricard Nigeria has partnered with the Federal Road Safety Corps (FRSC) to deliver a powerful message to road users: celebrate responsibly and never drink and drive.
Through its “Safe Roads – Don’t Drink and Drive” campaign, Pernod Ricard Nigeria is taking road safety advocacy directly to high-impact locations — motor parks, event centres, busy public spaces, and the airwaves — ensuring that drivers and commuters are constantly reminded that responsible choices on the road save lives.
Drink-driving remains a major contributor to road crashes in Nigeria, with the risk heightened during peak festive periods in a fast-paced city like Lagos. The campaign urges all road users to prioritize safety, remain mindful behind the wheel, and take responsibility not only for themselves but for others sharing the road.
Speaking at the campaign activation, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, emphasized that celebration should never come at the cost of human lives.
“While we create moments of conviviality, we are equally committed to ensuring those moments end safely. Responsible decisions on our roads can prevent needless loss and protect families,” he said.
The FRSC reinforced this message, highlighting the importance of collective responsibility in road safety. Represented by Deputy Corps Commander Edith Eloka, the Sector Commander, Kehinde G. Hamzat, stressed that sustained collaboration between government agencies, private sector organizations, and communities is essential to reducing road fatalities nationwide.
The campaign featured a stakeholder town hall on road safety, on-ground sensitization sessions, interactive engagements with commercial drivers and commuters, trivia games, safety messaging, and the distribution of educational materials. More than 1,500 road users pledged their commitment to safe driving through the Safe Roads pledge.
At ABC Motor Park, drivers took part in an engaging head-to-head trivia challenge designed to reinforce road safety knowledge in a fun and relatable way. Participants were also encouraged to amplify the message online by sharing their commitment using the campaign hashtag #DontDrinkAndDrive.
The initiative aligns with Pernod Ricard Nigeria’s Sustainability & Responsibility roadmap and supports the United Nations Sustainable Development Goal 3 – Good Health and Well-Being. It also builds on the company’s long-standing “Drink More Water” campaign, which promotes moderation and responsible consumption.
Goodwill messages from key stakeholders, including the National Union of Road Transport Workers (NURTW), Ministry of Transportation, NDLEA, and NARTO, further underscored the shared commitment to safer roads.
As the festive celebrations continue, Pernod Ricard Nigeria and the FRSC are reminding Nigerians that the best celebrations are those that end with everyone arriving home safely.
.jpg)
.jpg)
.jpg)
.jpg)
0 Comments