Pernod Ricard Nigeria and the Federal Road Safety Corps (FRSC) have partnered to promote road safety and reduce accidents caused by too much drinking.
The collaboration is aimed to educate drivers and road users about the dangers of driving under the influence of alcohol and promote responsible behaviour on the roads.
The campaign, themed: ‘Safe Roads,’ aims to educate commercial drivers on the importance of safe driving practices, particularly during festive periods like Easter.
Managing Director of Pernod Ricard Nigeria, Michael Ehindero, emphasised the significance of the campaign, citing the high rate of road accidents and fatalities in the country.
He noted that,” Pernod Ricard promotes responsible drinking and has been organising awareness programmes since 2021 to educate drivers about the dangers of drinking and driving.
“ Our company 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.
“Among the causes of road accidents, driving under the influence of alcohol, also known as drink-driving, is a major risk factor.
“It is against this background that we, Pernod Ricard Nigeria, a subsidiary of Pernod Ricard, the number two worldwide producer of wines and spirits, have decided to launch this initiative. The campaign theme is being implemented in collaboration with the FRSC and aims to help drivers and other road users understand the negative effects of drink-driving, promoting responsible and positive choices during the festive seasons and beyond.
“As passionate hosts, 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 programmes under our sustainability and responsibility roadmap, specifically our Responsible Hosting pillar.
“ It also directly supports the United Nations Sustainable Development Goal (UN-SDG) 3, which focuses on good health and well-being.”
Sector Commander, Lagos State Command of FRSC, Mr. Kehinde Hamzat appreciated the company for its collaboration in promoting road safety awareness.
He further said that the ‘Don’t Drink and Drive’ campaign was a crucial step towards reducing road accidents and promoting responsible driving practices in Nigeria.
“By working together, stakeholders can create a safer and more responsible driving culture,” he stated.
Usman, a representative of the National Union of Road Transport Workers (NURTW), highlighted the negative effects of drinking and driving, including impaired judgment, reduced reaction time and increased risk of accidents.
For the Assistant Sector Commander of the National Drug Law Enforcement Agency (NDLEA), Mrs. Stella Ameachi, there was the need for collective action to combat drug abuse and promote road safety.