RED Stripe and the National Road Safety Council (NRSC) have formalised a partnership to strengthen road safety efforts across Jamaica, in support of the United Nations Decade of Action for Road Safety 2021-2030.

The organisations signed a memorandum of understanding (MOU) on Tuesday at Red Stripe’s Spanish Town Road offices, establishing a framework for continued collaboration on road safety initiatives aimed at encouraging responsible decision-making and safer communities.

Nearly 1.2 million people lose their lives in road crashes globally each year, while between 20 and 50 million suffer serious, often life-changing injuries.

The Global Plan for the Decade of Action for Road Safety calls for a holistic approach that prioritises safety across all aspects of road system design, planning and management, with a goal of reducing road traffic deaths and injuries by 50 per cent by 2030.

In Jamaica, the partnership brings together Red Stripe’s Drink & Live Responsibly platform and the NRSC’s national road safety mandate to promote responsible choices around alcohol consumption, transportation and social occasions.

Speaking at the signing ceremony, NRSC Executive Director Paula Fletcher underscored the importance of partnerships in tackling Jamaica’s road safety challenges.

“Road safety cannot be addressed by one organisation or sector alone.

We need partnerships that take the message into the spaces where people live, work and socialise, and that encourage individuals to think about how their choices affect themselves and others.

“Behaviour change takes consistent engagement, and partnerships with the private sector can help us reach people in meaningful and practical ways,” said Fletcher.

Red Stripe Managing Director Holly Bostock said the partnership builds on the company’s long-standing commitment to promoting responsibility.

“Living responsibly has always been a core value at Red Stripe, and we wanted to take that commitment further by putting greater focus on the choices that can protect people and communities.

Guh Easy gives us a platform to do that, and our partnership with the NRSC allows us to take a firm stand on road safety and encourage practical action,” said Bostock.

The first initiative under the partnership is Guh Easy Heroes, a public recognition programme that will celebrate Jamaicans who demonstrate responsibility and make positive contributions to the safety and well-being of others.

Announcing the initiative, Dianne Ashton-Smith, head of corporate Affairs at Red Stripe, said the programme aims to highlight the everyday actions that often go unnoticed but can have a lasting impact.

“Road safety is often discussed in terms of statistics and consequences, but at its heart it is about people and the decisions they make.

Every day, Jamaicans make choices that help keep others safe, but those actions rarely get recognised.

Through Guh Easy Heroes we want to celebrate the people who quietly look out for others and show what responsibility looks like in practice,” said Ashton-Smith.

Jamaicans can nominate a Guh Easy Hero by commenting on the campaign post on Red Stripe corporate’s social media pages, tagging the nominee, identifying their parish, and sharing why they deserve recognition.

Nominations opened on October 7 and close on October 13.

Nominees may include designated drivers, people who arrange transportation for others, or individuals who consistently encourage family members, friends and colleagues to make safer decisions.

A joint panel comprising representatives of Red Stripe and the NRSC will select one hero from each parish, taking into account the nominee’s actions, their impact on others, and their ability to encourage responsible behaviour within their communities.

The 14 heroes will be announced on National Heroes’ Day.

Their stories will then be featured on Red Stripe’s social media platforms, where members of the public will have the opportunity to vote for the 2026 Guh Easy People’s Choice Hero.

The winner will be recognised at a special luncheon later in October.

Each hero will receive a commemorative plaque, official recognition as a 2026 Guh Easy Hero, VIP access for two to a premium Red Stripe experience, round-trip transportation to and from the recognition event, and a Guh Easy Hero Experience Package containing branded merchandise, keepsakes and curated gifts.

Heroes will also be recognised through Red Stripe and NRSC communication channels.

The MOU provides a framework for Red Stripe and the NRSC to continue working together on future initiatives that encourage responsible choices and contribute to Jamaica’s broader road safety goals.