FRSC, Guinness Nigeria kicks off 2015 ‘Ember Months’ campaign
In a move to focus and encourage safer Nigerian roads through the encouragement of the culture of not drinking while driving, Guinness Nigeria Plc in collaboration with the Fderal Roads Safety Commission (FRSC) last week in Lagos flagged off the 2015 ‘Ember Months’ campaign.
Addressing the motoring journalists inside its headquarters in Lagos, Peter Ndegwa, managing director and chief executive officer, Guinness Nigeria accompanied by Hyginus Omeje, Lagos State Sector Commander of the Federal Roads Safety Commission (FRSC), plc stated that as a leading manufacturer of alcoholic beverages in the country, Guinness Nigeria Plc is committed to creating awareness about responsible drinking and promoting the enjoyment of alcohol and the brands as part of a healthy, balanced lifestyle.
Giving a background of campaign, Peter Ndegwa said that Guinness Nigeria Plc first partnered with the FRSC on road safety in 2004 when the United Nations declared that year as International Road Safety Year with the theme, “Safe Roads”. In that year, it jointly organised the opening event of the International Road Safety Year in Nigeria and carried out awareness programmes on drink-driving.
He said both organisations have consolidated this relationship over the years, culminating in this more or less yearly “Ember Months” programme during which the duo educated motorists and the public in general about the dangers of drink-driving, especially during the last quarter of the year (ember months) when celebrations, festivities and human and vehicular traffic tend to be at their peak.
Activities for this year’s programme include joint road shows to create awareness of drink-driving, radio and TV talk shows and for the first time, random testing of motorists with breathalyser to check their blood alcohol concentration levels.
The managing director pointed out that believe the brewery giants’ position as a market leader places a significant responsibility on it to raise awareness about the importance of consuming alcohol responsibly.
He added that Guinness Nigeria plc committed to achieving this through a number of responsible drinking initiatives which are directed at its various customers, consumers, employees and top management. The company boss promised that it will continue to seek and develop opportunities to work with various stakeholders in achieving this goal.
In his words, “At Guinness Nigeria, we are passionately committed to responsible drinking and enlightening the public about the values of responsible alcohol consumption. During the festive period especially, we are eager to create increased awareness to ensure that Nigerians have an incident free experience.”
In working with various stakeholders on responsible drinking initiatives, Guinness have found a worthy partner in the FRSC, with whom on an annual basis have carried out this Ember Months campaign to create awareness around the dangers of drinking and driving.
Our clear message to everyone, motorists and the general public is that drinking and driving do not mix. When you drink, don’t drive. When you go out in a group to have fun, designate one of you to drive and that person should not drink. If you are going out alone, arrange for taxi to take you home after you have had some drink. Whatever you do this season, Don’t Drink and Drive!
Guinness Nigeria has encouraged its employees to volunteer to be Road Safety special marshals working with the FRSC team to enforce road safety laws for the betterment of all road users. These inspiring employees are an embodiment of what the organisation and especially this partnership is all about service for the greater good, he stated.