NIGERIA – Guinness Plc Nigeria in collaboration with the Federal Roads Safety Corps (FRSC) has launched this year’s responsible drinking awareness campaign in Lagos, reports The Guardian.
The campaign which comes during the last quarter of the year through to the holiday seasons is aimed at enlightening the public on the negatives of alcohol abuse.
The company’s Managing Director/ Chief Executive said the company is committed to ensure responsible drinking and enlightening the public about the importance of responsible alcohol consumption.
According to him, this campaign falls during the festive season known as the ‘ember months’ hence is crucial in imparting safety awareness especially on road users.
This year’s campaign marks the 14th edition of the responsible drinking awareness campaign that is pioneered by the FRSC and Guinness in the country.
During this year’s campaign, Guinness plc Nigeria has donated breathalyser kits, support that the FRSC commanders have greatly appreciated.
In December last year, Guinness Nigeria together with Diageo started ‘Join The Pact’- a never drink and drive initiative, with an aim of committing up to 50 million people by 2025.
Despite a remarkable increase in their revenues this year, the company has been struggling with poor consumer purchasing power causing a 14% decline in market volume.
However, according to a report released by Global Data, a marketing and research firm statistics reveal that Nigeria is the highest alcohol consuming country in Africa.
Guinness Nigeria Plc, with the Responsible Drinking Awareness Campaign seeks to encourage their esteemed customers to embrace the axiom, “drive dry” as a reminder not to drink and drive.
This is one of the major corporate social responsibility programme that the company has adopted in the country.