GUINNESS Nigeria, in collaboration with the Lagos State Sector Command of the Federal Road Safety Corps (FRSC), has launched the 2024 Ember Months campaign to promote road safety during Nigeria’s busiest travel season.
According to media reports, 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 briefing in Lagos where Corps Commander Kehinde G. Hamzat, Lagos Sector Commander of the 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 behaviours of some motorists.
“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,” he said.
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 four 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 14, which will provide a platform for drivers, passengers, and other stakeholders to discuss road safety concerns openly. The town hall will emphasise the campaign’s theme, encouraging passengers to voice their concerns when they observe dangerous driving behaviours, ultimately fostering a culture of accountability on Nigeria’s roads.
THE NATION
