KINGSTON, Jamaica — Jamaican beer, Red Stripe, has been lauded by road safety officials for its latest move to promote responsible drinking.

Vice Chairman of the National Road Safety Council, Dr Lucien Jones, has endorsed Red Stripe’s new “I Pledge to Drink Right” mobile app, which was launched along with a brand new media campaign.

“I want to congratulate corporate entities like this one that are spreading the message that you don’t have to drink and drive,” said Jones. Prime Minister Portia Simpson-Miller chairs the Council.

 The ‘Pledge to Drink Right’ campaign urges consumers to drink at the right age, the right amount, the right way.

The app is a party buddy for users which monitors drinking levels, gives tips for responsible drinking and provides phone numbers for local taxi services.

“We aren’t trying to stop party goers from having fun, we’re trying to get them to do it safely,” said Dianne Ashton-Smith, head of corporate relations at Red Stripe.

This will be Red Stripe’s third campaign centred around a responsible drinking initiative.

This year’s campaign is focused on getting individuals to take the pledge to Drink Right. Red Stripe is confident that the campaign will increase awareness among Jamaicans and begin a “cool social movement”.