Pernod Ricard Nigeria, a prominent player in the wines and spirits industry, has collaborated with the Federal Road Safety Corps (FRSC) to advance awareness on the perils of drink-driving, launching a campaign under the banner “Safe Roads.”....KINDLY READ THE FULL STORY HERE▶

The initiative supports the company’s global Sustainability and Responsibility strategy—particularly the Responsible Hosting pillar—and aligns with the United Nations Sustainable Development Goal 3: Good Health and Well-being. The core message of the campaign is simple yet powerful: “I do not drink and drive.”

The three-day event took place from April 14th to 16th, 2025, strategically timed around the Easter season—a period associated with renewal and reflection—to inspire road users toward more responsible behavior.

As part of the campaign activities, Pernod Ricard Nigeria donated breathalyzers and reflective safety jackets to the FRSC. A Town Hall meeting was held on April 15th, bringing together stakeholders including the 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.

During the Town Hall, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, emphasized that curbing driving under the influence (DUI) is essential to reducing road fatalities. He remarked, “Every life lost on the road is a tragedy—someone’s parent, child, or friend. The message is clear: If you drink, don’t drive.”

FRSC Lagos Sector Commander, Corps Commander Kehinde G. Hamzat, echoed these sentiments, urging road users to prioritize safety and compliance with traffic regulations, especially during the festive season. He also introduced the FRSC’s emergency line (122) and mobile app, encouraging citizens to report dangerous or impaired driving in real-time.

Olugbenga Oyerinde, representing the Lagos State Commissioner for Special Duties, praised the initiative and affirmed the state government’s support for joint actions aimed at improving road safety.

NURTW leaders at various motor parks expressed their appreciation for the campaign and assured that they would help spread its message among commercial drivers.

The campaign complements Pernod Ricard’s wider efforts to promote moderation. Since 2021, the company has run the “Drink More Water” initiative to encourage responsible consumption and highlight the importance of hydration.

This latest effort underscores Pernod Ricard’s enduring commitment to road safety, public health, and responsible enjoyment.