Pernod Ricard Nigeria and FRSC launch “Don’t Drink and Drive” campaign to promote road safety and responsible drinking across Lagos

Pernod Ricard Nigeria, 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.

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The campaign, themed “Take Responsibility for Your Safety – Don’t Drink and Drive,” aims to reduce road accidents and fatalities, particularly during the festive season.

Lagos, with its vibrant nightlife and high vehicle population, is a key focus for the initiative.

Michael Ehindero, Managing Director of Pernod Ricard Nigeria, highlighted the company’s commitment to promoting responsible drinking and road safety.

“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 by Deputy Corps Commander Edith Eloka, stressed collective responsibility in ensuring safer roads.

“Road safety is a shared responsibility, and we must work together to prevent crashes and save lives,” she said.

The campaign includes sensitization programs for commercial drivers, road users, and the general public, alongside collaborations with government agencies, civil society, and private-sector partners.

Participants are encouraged to share their experiences on social media using the branded hashtag, #DontDrinkAndDrive.

The event, held at Ikeja City Mall, The Event Centre, and ABC Transport Company, secured 1,500 pledges from participants.

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) supported the initiative.

As part of Pernod Ricard Nigeria’s global Sustainability & Responsibility roadmap, the campaign aligns with UN Sustainable Development Goal 3, promoting good health and well-being.

In a practical engagement, ABC Motor Park hosted a trivia competition with gift items and stickers promoting the “Don’t Drink & Drive” message to drivers.

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Last year, the company partnered with FRSC to promote road safety and responsible drinking through similar initiatives, including the “Drink More Water” activation.