WITH Jamaica already recording 217 road fatalities so far this year, which is 13 per cent below last year, motorists are again being reminded that sustaining that progress will depend on the everyday decisions they make before getting behind the wheel.

Those decisions extend beyond behaviour while driving — ensuring a vehicle is roadworthy, being fit to drive, and planning a safe way home if you choose to drink.

It was against this backdrop that Red Stripe staged its ‘Guh Easy Pit Stop’ at MegaMart Waterloo last Saturday.

The activation brought together automotive technicians and road safety partners to give motorists practical tools to act on decisions from complimentary vehicle checks to information on alternative transportation, insurance, and responsible alcohol consumption.

Automotive technicians from Toyota Jamaica, KIA and Louis Industrial Garage (LIG) assessed vehicles for potential issues, while motorists were also invited to sign a personal commitment to Drink and Live Responsibly.

Daika Mitchell, communications manager at Red Stripe, said the Guh Easy campaign is rooted in Red Stripe’s long-standing commitment to encouraging responsible choices through its Drink & Live Responsibly platform.

“Guh Easy is a simple message, but an important one. Enjoy yourself, make responsible choices. and make sure you have a plan to get home safely. Through Drink & Live Responsibly, we have consistently encouraged consumers to think ahead, and Guh Easy brings that message to life in a very practical way.

“Whether you’re choosing a designated driver, booking a taxi, or deciding not to drive after drinking, the message is the same: Guh Easy, plan ahead and get home responsibly,” Mitchell said.

Vehicle road worthiness was a key focus of the pit stop, with technicians encouraging motorists to pay attention to the early signs of mechanical problems rather than waiting until an issue becomes more serious.

Sanjae Brown, senior apprentice at Toyota Jamaica, encouraged motorists to become more familiar with their vehicles and not ignore changes in how they perform.

Sanjae Brown (right), senior apprentice at Toyota Jamaica, explains the results of a battery reading to photographer Jason Jarrett after inspecting his vehicle during Red Stripe’s Guh Easy Pit Stop at MegaMart Waterloo.

“Your vehicle will usually give you signs when something is wrong. If you hear a sound you have never heard before, feel a vibration or notice that something is performing differently, do not ignore it. Get it checked,” Brown said.

Content creator Jaimie Dawkins was among the motorists who stopped at the pit stop to have his tyres checked.

He said the experience reinforced the connection between maintaining a vehicle and taking personal responsibility for safety on the road.

“I enjoy cars, so I like knowing that mine is in good condition, but the pit stop was also a reminder that being responsible on the road starts before you touch the road,” Dawkins said.

The activation reinforced a core Guh Easy message: If you plan to drink, plan how you’ll get home safely.

Partners helped translate that message into practical actions. Travelr Taxi highlighted accessible alternatives to driving after drinking, while BCIC Insurance and Intelligent Multimedia Ltd engaged motorists on vehicle preparedness and protection.

RISE Life Management reinforced the responsible decision-making at the heart of the initiative, helping to connect individual choices with safer outcomes on Jamaica’s roads.

According to Mitchell, the pit stop brought the right partners together to make responsible choices more accessible.

“Responsibility has to be practical. Through Guh Easy we’re creating opportunities for people to access information, services and alternatives that can help them make safer choices. Each partner has a different role, but we are all working towards the same outcome: Helping people Guh Easy and get home safely,” Mitchell said.

The Guh Easy Pit Stop forms part of Red Stripe’s ongoing Drink & Live Responsibly programme, which uses education, partnerships and practical interventions to encourage responsible consumption and help reduce alcohol-related harm.