Perno Ricard Ghana, a Wines and Spirits Company, has launched its flagship road safety campaign dubbed, "Metwi a, Mentwa" at the Accra Neoplan Station.

The three-week campaign is in collaboration with Street Sense Organisation (SSO), a road safety educator, National Road Safety Authority (NRSA) and the Motor Traffic and Transport Department (MTTD) of the Ghana Police Service.

It is to complement the efforts of the MTTD and partners to reduce accidents on the road, especially during the festivities.

The launch is a precursor to a series of road safety education campaigns, targeting one thousand commercial drivers in the Greater Accra Region, that will be undertaken prior to the Christmas festivities.

Managing Director, Pernod Ricard Ghana and Western Africa, Mr Sola Oke said the campaign was one of the programmes under the responsibility hosting pillar of the company's Sustainability and Responsibility Goal (UN-SDGs 3) which involves ensuring healthy lives and promoting well-being for all.

He said they were optimistic that, creating awareness among commercial drivers of the dangers of drunk-driving, was one way to help reduce deaths and injuries related to road traffic accidents.

He, therefore, reaffirmed the company's commitment to fighting alcohol abuse and creating a better way to live and work together, as well as bringing safety to generations to come.

Deputy Commissioner of Police (DCOP) Martin Ayiih, Commanding Officer, Accra Central MTTD, said statistics indicated that men who died through road accidents and crashes outnumbered women.

He appealed to both drivers and pedestrians to obey road traffic regulations to curb road accidents.

He said alcohol only gave dead/false courage and urged all drivers to pledge to have zero accident during the festivities and beyond.

"Drivers must change their attitudes, minimise their speed and stop the killing on our roads," he said.

On his part, the Manager in charge of Planning, NRSA, Felix Owusu said between January and October this year, over 2000 people lost their lives through road carnage.

He advised drivers to leave space between their vehicles and other vehicles ahead of them to avoid accidents.

The National Coordinator of SSO, Sampson Addoye said majority of road accidents were through careless driving and urged drivers to be responsible when drinking to safeguard the lives of those on board.

"What is the worth in maiming and killing people through dangerous driving?" he asked.

Secretary at the Circle Neoplan Station, Vicent Alhassan said a good driver is the one who drove with care without any accident.

He thanked the organisers for choosing the Neoplan Station and pledged their commitment to continuously and jealously guard their records of safe driving.

Pernod Ricard was incorporated in Ghana in July 2013, as a subsidiary of Pernod Ricard, the number two worldwide producer of wines and spirits.

"Metwi a, Mentwa", is a coined expression in Twi, loosely translated to mean, "If I drink, I will not drive".