Pernod Ricard Nigeria, a member of the Pernod Ricard Group, has partnered with the Federal Road Safety Corps (FRSC) to launch a renewed ‘Don’t Drink and Drive’ campaign in Lagos, aimed at raising awareness about the dangers of drunk driving and encouraging responsible drinking among road users.
The road safety initiative, themed “Take Responsibility for Your Safety – Don’t Drink and Drive,” is designed to help reduce road crashes and fatalities during the festive season and beyond. The FRSC has consistently identified drunk driving as one of the leading causes of road accidents in Nigeria, with Lagos State particularly exposed due to its active nightlife, dense traffic, and high vehicle population.
Speaking at the campaign launch, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, reaffirmed the company’s commitment to promoting safer roads and responsible alcohol consumption. “At Pernod Ricard Nigeria, we believe in encouraging responsible choices and promoting a culture of safety on our roads,” he said.
The importance of collaboration in addressing road safety challenges was also highlighted by Corps Commander Kehinde G. Hamzat, Sector Commander of FRSC Lagos State, who was represented at the event by Deputy Corps Commander Edith Eloka. “Road safety is a shared responsibility, and we must work together to prevent crashes and save lives,” he said.
As part of the campaign, Pernod Ricard Nigeria and the FRSC are rolling out sensitisation programmes targeting commercial drivers, private motorists and the wider public. The initiative also involves partnerships with government institutions, civil society organisations and private sector stakeholders to amplify the message of responsible drinking and safer driving practices.
The campaign aligns with Pernod Ricard Nigeria’s global Sustainability & Responsibility roadmap and supports the United Nations Sustainable Development Goal 3, which focuses on good health and well-being. This commitment is reflected in the company’s global purpose statement: “We are committed to being a responsible and sustainable company, creating a better tomorrow for all our stakeholders.”
The launch event generated 1,500 pledges from participants across key locations, including Ikeja City Mall, The Event Centre and ABC Transport Company. Goodwill messages were delivered by several stakeholders, among them 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).
Reinforcing the call for safer roads, Corps Road Safety Commander Godwin Uweni, Head of Operations at the Ikotun Unit Command of the FRSC, urged motorists to prioritise safety and comply strictly with FRSC regulations.
At the ABC Motor Park, drivers took part in a head-to-head trivia competition, with gift items and campaign stickers carrying the ‘Don’t Drink and Drive’ message distributed to participants. Drivers were also encouraged to share their experiences on social media using the branded campaign hashtag.
The latest activation builds on previous efforts by Pernod Ricard Nigeria, which last year collaborated with the FRSC and other partners on the ‘Don’t Drink and Drive’ campaign, alongside its ‘Drink More Water’ initiative promoting responsible drinking habits.
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