FRSC, Pernod Ricard intensify campaign against drunk driving

The Federal Road Safety Corps (FRSC), Lagos Sector Command, in partnership with Pernod Ricard Nigeria, has intensified its campaign against drunk driving as the state enters the high-traffic Ember Months, a period often associated with increased road crashes.

Speaking at the 2025 Ember Months Public Enlightenment and Sensitization Campaign town hall meeting held on Wednesday in Lagos, the Sector Commander, Corps Commander Kehinde G. Hamzat, warned that alcohol-induced impairment remains one of the most dangerous contributors to fatal crashes in Lagos and across the country.

Hamzat, represented by Deputy Corps Commander Edith Eloka, said the collaboration is part of sustained efforts to reduce preventable deaths and promote safer driving behaviour during the festive period. He noted that Lagos remains particularly susceptible to alcohol-related crashes due to its vibrant nightlife, high vehicle density, and extensive daily commuting patterns. “Alcohol impairs judgment, slows reaction time, reduces coordination, and increases risk-taking behavior. Even small quantities of alcohol can significantly compromise driving ability,” he said.

With the theme “Take Responsibility for Your Safety – Don’t Drink and Drive,” Hamzat stressed that the Corps is committed to correcting misconceptions about Ember Month crashes. “Over the years, the perception that road crashes during this season are caused by mythical forces has persisted. However, scientific evidence confirms that human behavior remains the leading cause,” he said.

He added that enforcement and public education remain central to the Corps’ strategy, particularly as rising violations continue to pose risks on Lagos highways. He disclosed that between January and September 2025, the command recorded 298 road crashes, while arresting thousands of motorists for offences including overloading, driving without valid licences, and attempted bribery.

Managing Director of Pernod Ricard Nigeria, Michael Ehindero, said the partnership underscores the company’s commitment to promoting responsible alcohol consumption and reducing impaired driving. He described road crashes as a public health issue that affects real families and communities, not just statistical figures.

“They are someone’s parents, someone’s child, someone’s sibling, someone’s spouse, some friends, some colleagues. There’s no safe limit when it comes to driving. When it comes to drinking and driving, we say, don’t drink and don’t drive. If you drink, don’t drive.”

Ehindero explained that the initiative aligns with Pernod Ricard’s sustainability and responsibility roadmap, particularly its emphasis on responsible hosting under the United Nations Sustainable Development Goal 3 on good health and well-being. He expressed hope that future crash data would reflect the impact of ongoing advocacy. “One crash is one too many. And the intent is to bring down the number considerably,” he said.

He called for broad support from road users, civil society, security agencies, and the media in amplifying the message, particularly as travel activity peaks in December. “By shared responsibility and a commitment, we can make meaningful progress,” Ehindero said.

The town hall meeting also highlighted FRSC’s concern over thousands of unclaimed driver’s licenses and widespread disregard for safety regulations, prompting the Corps to urge motorists to retrieve their documents and adhere to traffic laws.

Ehindero reaffirmed their commitment to ongoing sensitization, stressing that preventing drunk driving requires consistent behavioural change from all road users, especially during the high-risk festive season.