Pernod Ricard Nigeria and Federal Road Safety Corps (FRSC) are collaborating to strengthen the ongoing nationwide campaign on ‘safe roads’ across Nigeria.
The campaign aims to help drivers and other road users understand the negative effects of drink-driving, promoting responsible and positive choices during the festive seasons (Easter) and beyond.
“We are committed to fighting alcohol misuse and creating a better way to live and work together, bringing good times today and for generations to come. ‘Safe Roads’ is one of our programs under our sustainability and responsibility roadmap, specifically our Responsible Hosting pillar,” Michael Ehindero, managing director, Pernod Ricard Nigeria, said during a recent courtesy visit to FRSC Lagos office.
According to him, the campaign directly supports the United Nations Sustainable Development Goal (UN-SDG) 3, which focuses on good health and well-being.
He disclosed that the firm is optimistic that creating awareness among commercial drivers and other road users about the dangers of drink-driving is one way to help reduce deaths and injuries from road traffic accidents.
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“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,” Ehindero said.
As Nigerians celebrate Easter, Ehindero urged commercial drivers to take the pledge ‘I do not drink and drive.’ He said that the brand is leveraging the initiative to advise road users to act responsibly by not drinking if they need to drive.
According to him, road safety is a shared responsibility that calls for shared commitment. He said that by partnering with key state and non-state actors in road safety, including the media, the brand will get its message on road safety across to motorists and help to reduce road accidents. “We ensure that they understand the risks and dangers that drink-driving poses to themselves, passengers, and other road users.”
Kehinde G Hamzat, sector commander, Federal Road Safety Corps (FRSC) Lagos, commended the team for promoting the ‘safe roads’ initiative and called on other corporate organisations to collaborate with the FRSC to strengthen its efforts towards road safety across Nigeria.
