APRIL, which is designated Alcohol Awareness Month, has started positively at Red Stripe with a reinforcement of its commitment to responsible drinking through its Drink & Live Responsibly campaign.

On Monday the beer-manufacturing giant formalised three groundbreaking partnerships, signing memoranda of understanding (MOU) with Intelligent Multimedia Limited (IML), Pitchy Patchy creative play, and The Art of Motivation.

These collaborations will expand the campaign’s reach through digital signage, theatre, and art, amplifying the message of moderation and responsibility across Jamaica.

Under the agreement with IML, Red Stripe will install Drink & Live Responsibly digital signage in tax offices, supermarkets, offices, and key public spaces islandwide, ensuring that critical messaging reaches a broad cross section of the population, especially in high traffic areas.

“Our digital signage network is built for impact. This campaign is timely, relevant, and has the potential to save lives. We are proud to use our platform to amplify this national call to action,” said managing director of IML Andrew Pairman.

In a culturally resonant move, Red Stripe has partnered with the Pitchy Patchy creative play for an upcoming Responsibility Now! session.

Theatre is deeply embedded in Jamaican culture, making it an ideal vehicle for encouraging responsible decision-making. The initiative will spark open dialogue among students, teachers, and community members while promoting local talent and fostering safer communities.

Creative director and executive producer of Pitchy Patchy Rayon McLean praised Red Stripe’s proactive approach.

“Not many brands invest in creatives unless it directly serves them. Red Stripe was one of our earliest supporters, and we are thrilled about this collaboration. Responsibility is about action, and this partnership allows us to engage audiences in a meaningful way,” said McLean.

Further expanding its impact, Red Stripe has engaged The Art of Motivation, led by renowned local artist Shawn Ashman, to develop a therapeutic colouring book designed to help parents initiate meaningful conversations with their children about the risks of underage drinking.

This interactive resource will be made available in schools, community centres, and homes to encourage responsible choices from an early age.

Ashman emphasised the importance of creative engagement in behavioural change.

“This is more than a colouring book — it is a therapeutic journal that connects families. Through art, we can spark conversations that may otherwise be difficult to start,” said Ashman.

Speaking on the significance of the partnerships, Dianne Ashton-Smith, Red Stripe’s head of corporate affairs, reaffirmed the company’s mission to promote responsible consumption through innovative and engaging platforms.

“Responsible drinking is woven into everything we stand for — it’s about shaping environments that inspire mindful choices, sharing messages that spark meaningful dialogue, and creating experiences that resonate deeply.

“Through innovative mediums, like digital signage, theatre, and art, we meet our consumers on their journey, connecting with them in ways that leave a lasting impression,” said Ashton-Smith.

Meanwhile, executive director of the National Road Safety Council (NRSC) Paula Fletcher has applauded Red Stripe for its efforts in the fight against alcohol misuse.

“The National Road Safety Council of Jamaica has a clear and ambitious goal: to significantly reduce road traffic fatalities and injuries, aiming for single-digit road fatalities by 2030. This aligns with the broader global vision of the United Nations’ Decade of Action for Road Safety, which seeks to stabilise and reduce road traffic deaths worldwide,” said Fletcher.

“We’re now experiencing a 14 per cent reduction in [road] fatalities, with 92 deaths to date. The aim of the United Nations’ Decade of Action for Road Safety is to reduce fatalities by 50 per cent. So the signing of these MOUs today is quite innovative. Understand that you’re a part of national development,” added Fletcher.