…Promoting Safe Roads and Responsible Choices During Easter Celebrations and Beyond
Pernod Ricard Nigeria, a leading wines and spirits business, has partnered with the Federal Road Safety Corps (FRSC) to raise awareness about the dangers of drink-driving.
This campaign brings to life the Responsible Hosting pillar of Pernod Ricard’s global Sustainability and Responsibility commitment aimed at combating alcohol misuse. Through initiatives like this, Pernod Ricard supports UN Sustainable Development Goal 3 – Good Health and Well-being – and empowers drivers to pledge, ‘I do not drink and drive.’”
This 3-day campaign, strategically launched at Easter, a time of renewal and reflection, presents the perfect opportunity to encourage safer, more responsible behaviour on our roads,”.
The campaign, themed “Safe Roads”, ran from 14th to 16th April, 2025. Key highlights of the campaign were the donation of breathalyzers and safety reflective jackets to the FRSC, followed by a Town Hall meeting on April 15.
This meeting brought together the sponsors, Pernod Ricard Nigeria, key government agencies, and representatives from commercial transport unions, including the FRSC, Lagos State Commissioner of Special Duties, Vehicle Inspection Officers (VIO), National Union of Road Transport Workers (NURTW), National Drug Law Enforcement Agency (NDLEA), Nigeria Security and Civil Defence Corps (NSCDC), Federal Roads Maintenance Agency (FERMA), and the Road Safety Club of the National Youth Service Corps (NYSC), among others.
Speaking at the Townhall, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, highlighted the dangers of drink-driving. He opined that eliminating driving under the influence (DUI), reduces one of the factors of road crashes. “Every life lost is someone’s parent, child, or friend. The message was clear: “If you Drink, Don’t Drive”.
Corps Commander Kehinde G. Hamzat, FRSC, Lagos Sector Command, reiterated the need for caution on the road by road-users and respect for driving regulations during this busy festive season and beyond. He also introduced the FRSC’s mobile app and emergency telephone line 122, encouraging users to report reckless or impaired drivers in real time on the application.
Mr. Olugbenga Oyerinde, representative of the Lagos State Commissioner for Special Duties, commended Pernod Ricard’s initiative, pledging the State Government’s support for collaborative efforts toward safer, accident-free roads.
At the motor parks visited, the NURTW Chairmen expressed gratitude to Pernod Ricard and the FRSC, promising to extend the campaign’s message to their members and ensure adherence.
This campaign aligns with Pernod Ricard’s long-standing advocacy for moderation. Since 2021, its ‘Drink More Water’ campaign has encouraged hydration and mindful consumption, reinforcing the message that enjoyment and responsibility go hand in hand.
