Guinness Nigeria Plc, has partnered with the Federal Road Safety Corps (FRSC) in Lagos to kick off this year’s “Ember Months” Responsibility Drinking Awareness Campaign; a special road safety programme to reduce carelessness on the roads during the last quarter of the year through to the holiday season.
This year marks the fourteenth year of the partnership between Guinness Nigeria and the FRSC for campaigns on responsible drinking. The strategic safety campaign aims to enlighten motorists and the public about the dangers of drink-driving, especially during the last quarter of the year when celebrations, festivities and human vehicular traffic tend to be at their peak.
The “Ember Months” event held at the Mangoro Asade Motor Park in Lagos and had in attendance the National Union of Road Transport Workers (NURTW), the FRSC Sector Commander for Lagos State, Hyginus Omeje, the FRSC Zonal Commanding Officer, John Meheux, officers and men of the Federal Road Safety Corps, the Guinness Nigeria Leadership Team, other transportation related stakeholders and members of the press.
Among the activities that occurred at the kick-off event were the donation to FRSC of breathalyser kits, devices that test if a motorist is driving under the influence of alcohol; a dance drama with a theme that emphasized the, “no drinking and driving” message, and the signing of the #JoinThePact wall. Join the Pact is a global initiative by Diageo, that was launched in Nigeria in December 2017, to commit people to never drink and drive. Together with Diageo, Guinness Nigeria hopes to collect 50 million signatures by 2025.
Speaking at the event, Baker Magunda, Managing Director/CEO, Guinness Nigeria Plc said, “Guinness Nigeria as a company is passionately committed to responsible drinking and enlightening the public about the values of responsible alcohol consumption. For this reason, this period referred to as the ember months, is crucial for increasing awareness about safety on our roads to ensure that Nigerians have an accident free experience.”
FRSC Sector Commander for Lagos State, Hyginus Omeje, commended Guinness Nigeria Plc for donating the breathalyser kits, and the giant strides taken in the past fourteen years to create awareness around responsible drinking and safety on the roads especially during the ember season. He said, “The Ember Months Safety Campaign is in alignment with FRSC’s mandate and a demonstration of an unrelenting effort in stemming the trend of Road Traffic Crashes (RTC) and creating a safer motoring environment for all road users.”
FRSC Zonal Commanding Officer, John Meheux reiterated that the partnership with Guinness Nigeria Plc on the Responsible Drinking Awareness Campaign is proof that road safety should be a shared responsibility, and called out to other notable brands and organizations to emulate the actions of Guinness Nigeria Plc with regards to safety on Nigeria’s roads.
The ember months introduce the end of the year’s festivities and Guinness Nigeria Plc, with the Responsible Drinking Awareness Campaign encourages their esteemed customers, motorists and the public to embrace the maxim, “drive dry” as a mantra to remind them not to drink and drive