In a move to expand the scope of its Drink Right initiative, Red Stripe hosted a ‘Bikers Roll Out’, geared at encouraging motorcyclists to not only drink responsibly, but also drive responsibly on the nation’s roads.
The snarling sound of motorcycles could be heard along the Spanish Town Road as close to 100 bikers made their way through the congested Friday afternoon traffic onto Red Stripe’s headquarters. The informative and entertaining programme featured presentations from key partners from the Traffic Division of the Jamaica Constabulary Force; the Road Safety Unit in the Ministry of Transport and Mining, and helmet supplier Superior Parts Limited.
“We see road safety as an important element of everyday life. We all have a role to play in making our roads safer,” shared Garth Williams, Red Stripe’s sustainability manager. “With our Drink Right Bikers Roll Out, we’re on a mission to educate as many motorcyclists as possible on the importance of road safety and driving responsibly, so they can safely return home to their families every day.”
Senior Superintendent of Police, Calvin Allen, Head of the Traffic Division revealed that approximately 54 motorcyclists have been killed on the roads since the start of the year and of this figure, none was wearing protective headgear. He appealed to motorcyclists to invest in their future by investing in a helmet. SSP Allen also commended Red Stripe for organizing the event. “I applaud Red Stripe for embarking on this public education initiative to ensure that their consumers are partaking of their products in a responsible manner and exercise the same behaviour on the roads.”
Kenute Hare, Director, Road Safety Unit, Ministry Transport and Mining, pointed to the amended Road Traffic Act and the implications it would have for motorcyclists. He reiterated the necessity of wearing a helmet while operating a motorcycle. “Helmets give you a fighting chance in the event of a crash. Give yourself that fighting chance to spend more time with your families,” he charged.
Lucky bikers were also treated to giveaways of protective gear including helmets, jackets, protective eyewear and Superior Parts Ltd. gift vouchers. Derrick Johnson, Superior’s CEO and Managing Director revealed the background to his partnership with Red Stripe. “We recognise that motorcycle ownership holds an integral space in the Jamaican culture, to this end we have invested millions in top-of-the-line safety equipment tailored to the motorcycles we sell,” said Johnson. “Coming on board this initiative was only natural as we executed a similar programme, dubbed ‘Ride For Life’ in which helmets were distributed to gas stations island-wide, and along with Red Stripe, we implore motorcyclists to drink right, and drive right.”