RED STRIPE and Intelligent Multimedia Limited (IML) have expanded their road safety partnership, using donated public-interest advertising space across one of Jamaica’s largest digital media networks to deliver year-round safety messages reaching more than one million Jamaicans each month.

Delivered through IML’s ‘Inspire for Good’ programme, the initiative uses donated advertising inventory to amplify curated Drink and Live Responsibly messages focused on road safety, placing repeated road safety reminders in the everyday spaces where Jamaicans make travel decisions.

Messages appear across more than 50 high-traffic locations islandwide, including 28 Tax Administration Jamaica offices, 13 Hi-Lo supermarkets, nine Tastee restaurants, three Sugar and Spice locations, Kingston Wharves, Starbucks New Kingston, General Foods in Ocho Rios, St Ann, and Western Union Manor Park.

The sustained visibility is designed to reinforce safer road use through regular exposure rather than short-term awareness campaigns.

The campaign builds on Red Stripe’s long-standing Drink and Live Responsibly platform, broadening its focus beyond responsible alcohol consumption to address the wider driving behaviours associated with serious road crashes.

Campaign messages encourage motorists and pedestrians to avoid distracted driving, observe speed limits, wear seatbelts, manage driver fatigue, overtake safely and plan ahead rather than drive after drinking.

Daika Mitchell, communications and sustainability manager at Red Stripe, said road safety messages are most effective when they become part of people’s daily environment rather than appearing only during seasonal campaigns.

“Safer habits aren’t built because someone sees a message once. They develop through consistent reminders that encourage people to pause and make better decisions before they get on the road. By placing these messages in locations Jamaicans visit regularly, we’re creating opportunities for those decisions to happen before someone gets behind the wheel,” said Mitchell.

The initiative comes at a time when Jamaica is seeing encouraging progress in reducing road fatalities, while facing the ongoing challenge of making safer road use part of everyday behaviour.

While the downward trend is encouraging, Island Traffic Authority (ITA) has warned that sustaining this progress will require more than enforcement alone. It will depend on reinforcing safer everyday decisions and keeping responsible road use top of mind long before people get behind the wheel.

“The ITA urges all road users to remain alert in their daily commute and is committed to supporting targeted enforcement initiatives and continuing public education efforts to promote safer road usage,” said Dontae Matthews, manager of corporate communications and public relations at the ITA.

“Through sustained collaboration with public and private sector partners, the authority will continue to champion initiatives that encourage lasting behaviour change and help prevent preventable crashes and fatalities,” added Matthews.

That emphasis on sustained public and private sector collaboration aligns closely with IML’s Inspire for Good programme, which was created to use the company’s commercial communications infrastructure in support of national priorities.

Through the initiative, donated media inventory is helping to extend the reach and consistency of Red Stripe’s curated Drink and Live Responsibly road safety messaging across Jamaica.

Andrew Pairman, chief executive officer of IML, said the company recognised an opportunity to use its nationwide network to reinforce safer road use across Jamaica.

“Every day our screens influence decisions. Through Inspire for Good, we’re choosing to use that reach to support a national priority. If repeated exposure to these messages encourages even one person to slow down, avoid distracted driving or make another safer choice, then we’ve used our platform to deliver value well beyond advertising,” said Pairman.