As the festive season reaches its peak, Pernod Ricard Nigeria has partnered with the Federal Road Safety Corps (FRSC) to urge road users across Lagos to celebrate responsibly and avoid drinking and driving.

Through its “Safe Roads – Don’t Drink and Drive” campaign, Pernod Ricard is taking road safety awareness directly to motor parks, event centres, busy public spaces, and the airwaves, reminding drivers and commuters that mindful choices on the road save lives.

Drink driving remains a leading cause of accidents in Nigeria, especially in Lagos, where traffic and festive activity increase risks. The campaign calls on all road users to prioritize their own safety and that of others.

Promoting Responsible Celebrations

Speaking at the launch, Managing Director Michael Ehindero emphasized 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, represented by Deputy Corps Commander Edith Eloka, echoed this message, highlighting the importance of collective action among government agencies, private sector players, and communities to reduce road fatalities.

Campaign Activities

The initiative featured:

• Townhalls with key stakeholders on road safety
• On-ground sensitization sessions
• Interactive engagements with commercial drivers and other road users
• Trivia games and educational material distribution

Over 1,500 road users took the Safe Roads pledge, committing to responsible driving choices. At ABC Motor Park, drivers participated in a lively trivia challenge to reinforce road safety knowledge, while participants were encouraged to share their commitment online using #Don’tDrinkAndDrive.

The campaign aligns with Pernod Ricard Nigeria’s Sustainability & Responsibility roadmap and supports the United Nations Sustainable Development Goal 3 – Good Health and Well-Being, building on its long-running “Drink More Water” campaign promoting moderation.

Goodwill messages from stakeholders, including the National Union of Road Transport Workers (NURTW), Ministry of Transportation, NDLEA, and NARTO, reinforced the shared commitment to safer roads.

As the festive period continues, Pernod Ricard Nigeria and FRSC are reminding Nigerians that the best journeys are the ones where everyone arrives home safely.