In another decisive move to promote a national culture of responsible consumption, Red Stripe has extended a campaign with transportation providers to get consumers home safely during the festive season.

Dubbed ‘Get Home Responsibly, the Holiday Edition’, the campaign features partnerships with ridesharing companies Travelr Taxi, Quick Cart Rides and Voy who will provide designated drivers for patrons travelling to and from Red Stripe sponsored events.

Red Stripe’s Head of Corporate Affairs Dianne Ashton-Smith said the campaign reinforces the company’s ‘when you drink, never drive’ principle.

“We are building a culture of responsibility, and this requires a concerted effort across all sectors. We launched the Get Home Responsibly campaign earlier this year with Voy as part of our carnival and Reggae Sumfest executions and we are now building on the resounding success of those activations. Red Stripe is excited to have Travelr Taxi and Quick Cart on board as part of the initiative to jointly promote a safe way for eventgoers to commute this festive season.”

The holiday edition of the campaign was launched on November 9 during the ‘Responsibility Now’ Town Hall on Responsible Alcohol Consumption and Road Safety with the signing of memoranda of understanding between the partners.

“Travelr is pleased to support the Get Home Responsibly campaign. The key message aligns with the core brand of Travelr Taxi, and we are wholeheartedly on board with these objectives”, shared Travelr Taxi CEO Damar Hutchinson.

Hutchinson further noted: “Customers can access information on the various deals available throughout the campaign via the company’s Travelr Taxi App, which is accessible on the Google Play store.”

As part of the ‘Get Home Responsibly’ campaign, all partners will use their traditional and digital media channels to advocate for responsible consumption. Through special promotions via Red Stripe Corporate channels, the rideshare partners will offer discounted or free rides for eventgoers who use the service to commute to events safely. The holiday edition of ‘Get Home Responsibly’ will run from November 2022 to January 2023.

Quick Cart CEO Monique Powell noted: “Drinking isn’t limited to a single season but is prominent during the Christmas holidays, and people tend to indulge in more alcohol than usual. Booking Quick Cart Rides as your designated driver allows customers to leave the driving to someone who hasn’t been drinking, which is a part of drinking responsibly. This was our motivation for joining this timely partnership with Red Stripe.”

After signing the agreement, Voy Marketing Manager Walter Jones said: “We felt this was a significant opportunity to give back to society because we see an opportunity where we can help Jamaicans to get home safely while still enjoying the party season. We partnered with Red Stripe over carnival and Sumfest which was excellent. Our passengers had a great time and told us how enjoyable it was for them to comfortably commute to those events without worrying about the transit home. This motivated us to continue working with Red Stripe on this initiative.”