By Moses Nosike

Pernod Ricard Nigeria, the Federal Road Safety Corps, Lagos Command had launched an Ember month public enlightenment and sensitisation campaign, ‘Don’t Drink and Drive’.

The essence of this campaign is to reduce road accidents in the country especially during the Ember month period. This awareness is important following the FRSC report that has recorded about 298 Road traffic crashes in 2025 from the month of January to September excluding data from the fourth quarter.

This was made during a town hall meeting in collaboration with Pernod Ricard Nigeria.

The meeting themed: “Take Responsibility for Your Safety – Don’t Drink and Drive” aimed to sensitize road users on the need to maintain good road habits and renew the sense of responsibility in members saddled with the responsibility of implementing good road usage.

In a statement, FRSC Commander, Lagos Command, Kehinde Hamzat represented by DCC Edith Eloka, said that the meeting was an opportunity for members to review their efforts towards road safety, re-emphasize responsible driving culture, and shared commitment to preserving lives especially during the festive period.

“Alcohol impairs judgment, slows reaction time, reduces coordination, and increases risk-taking behavior. Even small quantities of alcohol can significantly compromise driving ability. Globally and locally, drunk driving remains a leading contributor to fatal road crashes. Lagos State, with its vibrant nightlife, social events, and increasing vehicle population, is particularly vulnerable if this menace is not continuously addressed”, she said.

She commended Pernod Ricard Nigeria for their support in the sensitization against drinking and driving while calling on other partners to invest. “We call on more private sector organizations to emulate this approach by investing in initiatives that save lives and shape positive behavioral change”, she said.

In addition, Managing director, Pernod Ricard Nigeria, Michael Ehindero, emphasised the need to sensitize people about the dangers of drinking and driving, stating that it was the utmost responsibility of the company. He said, “This meeting seeks to draw attention to the scourge of road crashes on our highways. We know that road crashes lead to health challenges. It’s a public health issue, and therefore, each year the FRSC statistics remind us about the tragic loss of lives that are cut short on our roads, and that’s those numbers. The people affected are not numbers. They are human beings. They are someone’s parents, someone’s child, someone’s sibling, someone’s spouse, some friends, some colleagues.”

He reaffirmed Pernod Ricard commitment to spreading awareness and sensitizing people on keeping good road usage habits. “Pernod Ricard will continue to champion and champion awareness, responsibility and positive behaviour on Nigeria’s roads,” he said.