Guinness Nigeria Partners FRSC in a Call to ‘Speak Up Against Dangerous Driving’

With 20 Years of Partnership, Guinness Nigeria and FRSC Kick Off 2024 Ember Months Campaign
Lagos, Nigeria – November 12, 2024 – Guinness Nigeria, in partnership with the Federal Road Safety Corps (FRSC) Lagos State Sector Command, has launched the 2024 Ember Months Campaign to promote road safety during Nigeria’s busiest travel season. With the theme, “Speak Up Against Dangerous Driving: Crashes Kill More Passengers than Drivers,” this year’s campaign calls on passengers and the public to actively participate in promoting safe road practices by speaking up against reckless driving.
The collaboration between Guinness Nigeria and the FRSC spans over two decades, underscoring a long-standing commitment to fostering road safety awareness and reducing accidents during the high-traffic ember months. The campaign was officially flagged off at a press conference in Lagos, where Corps Commander Kehinde G. Hamzat, Lagos Sector Commander,FRSC addressed the media and shared his concerns about the seasonal increase in road accidents. He noted that the ember months bring heavy traffic as Nigerians travel extensively for family gatherings, festivals, and ceremonies, which often leads to congestion, crashes, and, tragically, loss of lives.
“Our roads experience significant strain during this period, worsened by the reckless behaviors of some motorists,” said Corps Commander Hamzat. “This year, we are not only intensifying our enforcement efforts but also focusing on empowering passengers to assert their rights. By encouraging them to speak up against unsafe driving practices, we aim to reduce the high toll of road accidents where passengers are often the most affected.”
Speaking on behalf of Guinness Nigeria, Mr. Rotimi Odusola, the Corporate Relations Director, expressed the company’s dedication to supporting initiatives that promote public safety. “Guinness Nigeria has been a partner to the FRSC for over 20 years, and our shared mission remains steadfast: to make Nigeria’s roads safer for everyone. This year’s campaign focuses on empowering passengers and reminding everyone of the role we all play in ensuring safe travel,” he stated.
The 2024 Ember Month Campaign will feature a series of impactful activities, including a motorcade roadshow across 4 locations, Ojodu Berger, Ojota, Maryland and Ikeja where FRSC officials and Guinness Nigeria will engage road users and distribute educational materials on responsible driving. This high-visibility roadshow aims to reinforce the message that road safety is a shared responsibility and that everyone has a role to play in preventing accidents.
The campaign will culminate in a town hall meeting on Thursday, November 14th, which will provide a platform for drivers, passengers, and other stakeholders to discuss road safety concerns openly. The town hall will emphasize the campaign’s theme, encouraging passengers to voice their concerns when they observe dangerous driving behaviors, ultimately fostering a culture of accountability on Nigeria’s roads.
Commander Hamzat highlighted the importance of such initiatives, noting, “The task of ensuring a safer motoring environment in Nigeria is a crucial and collective responsibility. Through educational efforts and empowering road users, we can work together to reduce crashes, injuries, and fatalities.”
As Guinness Nigeria and the FRSC embark on this campaign, they urge all road users to practice safe driving, report reckless behavior, and always remember—don’t drink and drive. This long-standing partnership between Guinness Nigeria and the FRSC serves as a powerful example of corporate and governmental collaboration to create a positive impact on public safety.
About Guinness Nigeria Plc
Guinness Nigeria, is the foremost Total Beverage Alcohol company in Nigeria with a wide portfolio of brands catering to consumers of non-alcohol and alcohol beverages including Malts, Ready-to-Drinks, Spirits, Stout & Beers. Some of its well-known and well-respected brands include, Guinness Foreign Extra Stout, Guinness Smooth, Malta Guinness, Orijin Bitters, Dubic Malt, Gordons Pink Berry, Gordons Orange Sunset, Smirnoff Ice, Smirnoff X1 Choco Vodka, Smirnoff Pine-apple Punch, amongst others.
With a very clear ambition – “To be one of the best performing, most trusted and respected consumer products companies in Nigeria”, Guinness Nigeria delivers on its sustainability and responsibility commitments which are focused on three areas: Promoting Positive Drinking, Championing Inclusion and Diversity and Pioneering Grain to Glass sustainability. The company continues to be a champion for responsible drinking and community development.