Guinness Nigeria, in collaboration with the Federal Road Safety Corps, Lagos State Sector Command, has launched the 2024 Ember Months Campaign to enhance road safety awareness during Nigeria’s busiest travel season.
2024 theme, ‘Speak Up Against Dangerous Driving: Crashes Kill More Passengers than Drivers’, aims to encourage the public, particularly passengers, to actively participate in curbing reckless driving behaviours that contribute to the high number of road accidents during the ember months.
The partnership between Guinness Nigeria and the FRSC spans over two decades, showcasing a long-standing dedication to promoting road safety awareness and minimizing accidents, particularly in the last quarter of the year.
The official launch of this year’s campaign took place at a press conference in Lagos, where the Corps Commander of the Lagos Sector Command, Kehinde G. Hamzat, addressed the media.
He expressed grave concern over the seasonal surge in road accidents, which are typically exacerbated by the extensive travel across the country for family reunions, festivals, and ceremonies.
“Our roads experience significant strain during this period, worsened by the reckless behaviors of some motorists,” said Corps Commander Hamzat. “The ember months bring heavy traffic, congestion, and a higher likelihood of crashes, leading to tragic loss of lives. This year, we are not only ramping up our enforcement efforts but also focusing on empowering passengers to take charge of their safety. We urge passengers to speak up when they observe dangerous driving practices to help reduce the high number of accidents, where passengers often suffer the most.”
Corporate Relations Director at Guinness Nigeria, Rotimi Odusola, spoke on the company’s enduring commitment to road safety, noting, “Guinness Nigeria has partnered with the FRSC for over 20 years, and our mission remains unwavering: to make Nigeria’s roads safer for everyone. This year’s campaign emphasizes empowering passengers, reminding all of us that ensuring safe travel is a shared responsibility.”
To drive the message home, the 2024 Ember Months Campaign will feature a series of high-impact activities, including a motorcade roadshow across four major locations: Ojodu Berger, Ojota, Maryland, and Ikeja.
During these roadshows, FRSC officials and Guinness Nigeria representatives will engage with road users, distribute educational materials, and raise awareness on the importance of responsible driving.
The aim is to create a high-visibility initiative that underscores the shared responsibility of all road users in preventing accidents.
The campaign will culminate in a town hall meeting on Thursday, November 14th, providing an opportunity for drivers, passengers, and other stakeholders to engage in open dialogue about road safety.
The meeting will center on the campaign’s theme, urging passengers to assert their right to speak out when witnessing unsafe driving behavior, ultimately fostering a culture of accountability on Nigeria’s roads.
Hamzat underscored the importance of such initiatives in achieving a safer motoring environment, emphasizing, “Ensuring a safer motoring environment in Nigeria is not the responsibility of one party but a collective effort. Through education, awareness, and empowering road users, we can work together to reduce crashes, injuries, and fatalities.”
As Guinness Nigeria and the FRSC continue their campaign, they call on all road users to practice safe driving, report reckless behavior, and never drink and drive.
This enduring partnership between Guinness Nigeria and the FRSC highlights the power of collaboration between corporate entities and government agencies in creating a meaningful impact on public safety.
Guinness Nigeria is a leading Total Beverage Alcohol company in Nigeria, with a broad portfolio of popular brands across both non-alcoholic and alcoholic beverages.
Its well-known products include Guinness Foreign Extra Stout, Guinness Smooth, Malta Guinness, Orijin Bitters, Dubic Malt, and Smirnoff Ice, among others. With a clear ambition to be one of Nigeria’s top-performing, most trusted, and respected consumer products companies, Guinness Nigeria continues to focus on sustainability initiatives, such as promoting responsible drinking, advocating for inclusion and diversity, and pioneering sustainability efforts in its grain-to-glass process.
The company remains a champion of responsible drinking and community development.
