As the festive season ushers in celebration, music, and movement across Lagos, Pernod Ricard Nigeria teamed up with the Federal Road Safety Corps (FRSC) to send a clear message to road users: celebrate responsibly and don’t drink and drive.
Through its “Safe Roads – Don’t Drink and Drive” campaign, Pernod Ricard Nigeria is taking road safety conversations directly to where they matter most — motor parks, event centres, busy public spaces and now the airwaves — reminding drivers and commuters alike that every safe decision saves lives.
Drink driving remains one of the leading causes of road crashes in Nigeria, and in a city as energetic and fast-moving as Lagos, the risks are even higher during peak festive periods. The campaign calls on all road users to take responsibility for their safety and that of others, choosing mindfulness behind the wheel.
Speaking at the campaign, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, reiterated the company’s belief that celebrations should never come at the expense of lives. “We create moments of conviviality, but we are equally committed to ensuring those moments end safely. Responsible choices on our roads can prevent needless loss and protect families,” he said.
The FRSC echoed this message, stressing that road safety requires collective action. Represented by Deputy Corps Commander Edith Eloka, Sector Commander Kehinde G. Hamzat noted that sustained collaboration between government agencies, private sector players, and communities is critical to reducing road fatalities.
The campaign featured a townhall with key stakeholders on road safety, on-ground sensitization sessions, interactive engagements with commercial drivers and other road users, trivia games, safety messaging, and the distribution of educational materials. Over 1,500 road users took the Safe Roads pledge, committing to responsible driving choices.
At ABC Motor Park, drivers participated in a lively head-to-head trivia challenge, reinforcing road safety knowledge in a relatable and engaging way. Participants were encouraged to share their commitment online using the campaign hashtag #Don’tDrinkAndDrive, amplifying the message beyond the physical activations.
The initiative aligns with Pernod Ricard Nigeria’s Sustainability & Responsibility roadmap and supports the United Nations Sustainable Development Goal 3 – Good Health and Well-Being. It also builds on the company’s long-running “Drink More Water” campaign, which promotes moderation.
Goodwill messages from key stakeholders — including the National Union of Road Transport Workers (NURTW), Ministry of Transportation, NDLEA, and NARTO — further reinforced the shared commitment to safer roads.
As celebrations continue, Pernod Ricard Nigeria and FRSC are reminding Nigerians that the best journeys are the ones where everyone arrives home safely.
Comment here