Lagos, December 5, 2023 – Pernod Ricard, a distinguished global leader in wines and spirits, marks the launch of its “Safe Roads” campaign with a pivotal visit to the Federal Road Safety Commission (FRSC). This initiative underscores Pernod Ricard’s enduring commitment to cultivating a culture of responsible drinking and fortifying road safety measures, extending well beyond the festive season.

During the visit, Sola Oke, the Managing Director of Pernod Ricard in Nigeria, emphasized the imperative of collaboration with the FRSC to foster customer awareness regarding responsible drinking and the perils associated with alcohol misuse. Oke stated, “Our aim is to ensure people enjoy and celebrate responsibly all through the year but most specifically during this period. Our focus on commercial drivers is paramount due to the lives entrusted in their hands. With your invaluable support, our ongoing sensitization efforts strive to deter drink-driving. To date, we’ve sensitized through education over 3,000 commercial drivers.”

The “Safe Roads” campaign, initiated in 2021 in Nigeria, aligns with Pernod Ricard’s responsible hosting pillar within its Sustainability and Responsibility roadmap, in harmony with the United Nations Sustainable Development Goal (SDG) 3 – ensuring healthy lives and promoting well-being for all.
Pernod Ricard’s outreach spans various motor parks, airwaves, and communities, conducting compelling campaigns every Easter and December, extending critical messages about the dangers of alcohol misuse but ensure responsible drinking.
Hosting the executives of Pernod Ricard Nigeria, Babatunde O. Farinloye, the Sector Commander FRSC Lagos State, expressed gratitude for the broader outreach facilitated by Pernod Ricard in conveying vital messages. He reiterated the necessity for responsible drinking, stating, “Your involvement is instrumental in our collective efforts.

We advocate for a Nigerian road safety vision where accidents, even if they occur, do not claim lives. Your visit today resonates with our emphasis on responsible drinking. One of the leading causes of road accidents, apart from speeding, is driving under the influence.”

Dolapo Onasanya, Human Resources Director at Pernod Ricard Nigeria, highlighted, “Our courtesy visit to the FRSC epitomizes Pernod Ricard Nigeria’s unwavering commitment to societal welfare. We eagerly anticipate sustained collaboration with the government and stakeholders to significantly foster a culture of moderation and safer celebrations.”

The visit culminated in the donation of 100 reflective jackets and ten traffic stands by the Pernod Ricard team to the FRSC, reaffirming the company’s steadfast dedication to social responsibility and its proactive role in nurturing a safer and more conscientious driving culture in Nigeria.

Previous editions of the ‘Safe Roads’ campaign garnered substantial support from various government bodies, including the Federal Road Safety Corp (FRSC), Lagos State Ministry of Transportation, Lagos State Traffic Management Authority (LASTMA), National Drug Law Enforcement Agency (NDLEA), Nigeria Union of Petroleum and Natural Gas Workers (NUPENG), National Union of Road Transport Workers (NURTW), and Nigeria Security and Civil Defense Corps (NSCDC). The campaign was lauded for curtailing irresponsible drinking among public transport drivers preceding the Christmas celebrations in 2021 and 2022.

This year’s campaign will encompass amongst others, a radio campaign featuring lively jingles tailored for commercial drivers across Lagos, Ibadan, and Port Harcourt, advocating responsible drinking and ensuring safer roads throughout the festive season.