As concerns over road safety intensify across Nigeria’s urban centres, renewed efforts are being made to address one of the leading causes of traffic crashes—drunk driving. In Lagos, where dense traffic and an active nightlife intersect daily, stakeholders have come together to reinforce the message that safety on the roads begins with responsible behaviour.

Against this backdrop, Pernod Ricard Nigeria, in collaboration with the Federal Road Safety Corps (FRSC), has launched the “Don’t Drink and Drive” safe roads campaign. The initiative is designed to raise awareness about the dangers of driving under the influence of alcohol and to encourage responsible decision-making among motorists and other road users, particularly during the festive season when travel and social activities peak.

The campaign, themed “Take Responsibility for Your Safety – Don’t Drink and Drive,” seeks to curb road accidents and fatalities by directly addressing risky driving habits. According to the FRSC, drunk driving remains a major contributor to road crashes nationwide, with Lagos State identified as especially vulnerable due to its high volume of vehicles and vibrant social scene.

At the launch of the campaign, Pernod Ricard Nigeria reaffirmed its commitment to promoting responsible drinking as part of its broader corporate responsibility agenda. The company noted that encouraging moderation and safer choices is essential not only for individual well-being but also for the protection of communities and other road users.

The FRSC, through its Lagos State Command, underscored the importance of collaboration in tackling road safety challenges. The Corps emphasized that preventing crashes and saving lives requires collective effort—from government agencies and private sector players to transport unions and everyday motorists.

A key component of the campaign is public sensitisation. Activities include outreach programmes targeting commercial drivers, commuters, and the general public, alongside partnerships with government institutions, civil society organisations, and private companies to extend the reach of the message. These engagements are aimed at changing attitudes, improving awareness, and fostering a culture where drinking and driving is socially unacceptable.

The initiative also aligns with Pernod Ricard Nigeria’s global Sustainability & Responsibility roadmap, which supports the United Nations Sustainable Development Goal 3 on good health and well-being. This commitment is reflected in the company’s global purpose of building a more responsible and sustainable future for all stakeholders.

During the activation in Lagos, over 1,500 participants pledged to avoid drinking and driving at locations such as Ikeja City Mall, The Event Centre, and ABC Transport Company. The campaign received goodwill messages from key stakeholders, including the National Union of Road Transport Workers (NURTW), the Ministry of Transportation, the National Drug Law Enforcement Agency (NDLEA), and the Nigerian Association of Road Transport Owners (NARTO), highlighting widespread support for the initiative.

FRSC officials also used the opportunity to remind motorists of the importance of adhering to traffic regulations and prioritising safety at all times. Interactive activities, including a trivia competition at ABC Motor Park, helped engage drivers, who received branded materials carrying the “Don’t Drink and Drive” message and were encouraged to share their experiences on social media to further amplify awareness.

Building on similar efforts from previous years—such as the “Drink More Water” activation and earlier road safety campaigns—the latest initiative reinforces a consistent message: responsible choices save lives. As the festive season approaches, organisers hope the campaign will translate into safer roads and fewer preventable tragedies across Lagos and beyond.