NASSAU – With the number of traffic fatalities hitting 38 so far for the year, the Ministry of Transport & Aviation is taking steps to promote road safety in The Bahamas.
They will be joining with Commonwealth Brewery to stage Enjoy Responsibly Day on Friday.
The event is sponsored by Heineken, one of the organisation’s top-selling brands.
The partnership will also include participation by the Bahamas AIDS foundation.
The event was launched recently at the Ministry of Transport & Aviation.
Minister Glenys Hanna-Martin said she was excited about the event, given the number of traffic fatalities resulting from the abuse of alcohol. She said the promotion was ‘timely’ and would have a positive effect as it would raise awareness about two important issues facing young people in particular – driving while under the influence of alcohol, and HIV & AIDS as a result of unprotected sexual encounters.
“Traffic accidents wreak havoc on many lives in the country,” said Hanna-Martin. “This campaign particularly targets a key element in traffic fatalities, namely the consumption of alcohol. If you are going to drink, do so responsibly, designate a driver or take other measures to ensure your safety and the safety of others.”
Managing Director of Commonwealth Brewery Hans Neven said the event was an opportunity to collectively showcase the company’s efforts to reduce alcohol-related harm, and make ‘moderation’ a key component to drinking. He said harmful and excessive consumption of alcohol is one of the biggest risks their brand Heineken has to face.
President of the Bahamas AIDS Foundation, Lady Camille Barnett, said she was very pleased to be invited to participate in the campaign and thanked Commonwealth Brewery for being a good corporate citizen.
This is Heineken’s second Enjoy Responsibly Day. In 2014, the event was held in 46 markets and this year 54 markets will take part in the event.
The campaign will include the distribution of bumper stickers, vehicle inspection decals, distribution of T-shirts and a jingle by Sosa Man. The company has also partnered with various media houses to participate in their morning shows. (PR)
