Guinness Ghana Breweries Ltd (GGBL) and Ministry of Transport have launched a pilot ground-breaking responsible drinking campaign dubbed Twa Kwano Mmom to discourage drink driving among commercial drivers in the country.

Twa Kwano Mmom is an integrated educational campaign which includes breathalyser testing and behavioural change components delivered by clinical psychologists from the University of Ghana Medical School.

The campaign will take place at selected lorry terminals during the Christmas and New Year period.

The campaign, to be piloted in 5 transport terminals in the Greater Accra and Ashanti regions was launched at the Tudu lorry terminal in Accra on December 9, 2013 by Madam Joyce Bawah Mogtari, Deputy Minister of Transport.

"At the Ministry of Transport, we remain committed to working through the National Road Safety Commission, to promote safety on our roads through education, enforcement and collaboration with key stakeholders. We find this novelty campaign by GGBL to tackle drink driving in a targeted way highly commendable", said the Depupty Minister of Transport.

She revealed that "Twa Kwano Mmom will be activated at Tudu and Kaneshie lorry terminals in Accra for commercial drivers, the Tema cargo village for haulage drivers, the Asafo and Kejetia lorry terminals in Kumasi over the next 6 weeks. The campaign will directly impact 3,000 commercial drivers and thousands more through a media campaign that will run alongside."

Speaking at the launch, Mr. Peter Ndegwa, Managing Director, GGBL said "as the leading beverage business in Ghana, we believe strongly in promoting the responsible use of alcohol and committed to working with key stakeholders to tackle alcohol abuse and misuse in all its forms within the Ghanaian society.  We’re launching this campaign today in line with the Global Alcohol Producers Group (GAPG) commitments, and our wider alcohol in society programme, to educate, inform and to discourage drink driving among  commercial drivers in the country."

He continued "GGBL has over the years led the alcohol industry’s effort at marketing responsibly, through adherence to strict codes of practice, promoting the responsible use of alcohol through targeted initiatives that addresses alcohol abuse and misuse in a sustainable and measured way – this ground breaking educational and behavioural change campaign is one of such initiatives that will contribute significantly to discouraging drink driving."

The National Road Safety Commission, a partner in the campaign, will also use the platform to engage with and educate drivers on road safety.

Explaining how the campaign works, Ms. Preba Greenstreet, Corporate Relations Director, GGBL  said "Prior to going through the programme, drivers’ knowledge on the effect of alcohol will be tested through a pre-programme survey after which they will be taking through the bespoke educational programme. After the educational programme all participating drivers will be monitored and tested randomly, through a third party breathalyser testing agency over a 6 week period. Drivers that do not engage in drink driving will be rewarded with branded souvenirs and ultimately free fuel coupons."

Twa Kwano Mmom is supported by the National Road Ghana Private Road Transport Union (GPRTU), the National Road Safety Commission, the Motor Traffic and Transport Unit (MTTU) of the Ghana Police Service and the Driver and Vehicle Licensing Authority and the Ghana Private Road Transport.

ACP Agwunbutoge Awuni, National Commander of Police MTTU, Regional Secretary of Greater Accra GPRTU, representatives from NRSC, DVLA and University of Ghana Medical School and drivers of Accra-Afrao highways were all present at the launch.