A senior executive at JN General Insurance and road safety advocate is urging all motorists to make a firm commitment not to drink and drive, especially as they celebrate this Christmas.

“Overindulging in alcohol is a major factor in road accidents, and unfortunately, we often see a rise in incidents during the festive period. Various studies confirm that alcohol impairs judgement, slows reaction times, and can lead to devastating consequences,” said Lynford Reece, JN General Insurance’s senior manager, distribution and marketing.

“It’s unfortunate that despite many motorists knowing the risks of drunk driving they often choose to ignore the warnings. On the other hand, some motorists do not recognise just how quickly alcohol can impair coordination, putting themselves and others in harm’s way,” added Reece.

Statistics from the Road Safety Unit in the Ministry of Transport and Mining show that Christmas Day has consistently been the deadliest holiday in Jamaica. Between 2018 and 2023, there were 14 fatalities recorded on this day alone.

Joint research from the World Health Organization and the Pan American Health Organization indicates that alcohol-impaired drivers are 17 times more likely to be involved in a fatal crash than sober drivers.

As part of its ongoing commitment to road safety, the insurance company is encouraging event hosts and guests to take proactive steps in preventing alcohol-related crashes this season.

According to Reece, event hosts can play a crucial role in encouraging road safety this Christmas.

“Offering a range of non-alcoholic drinks gives guests an opportunity to moderate their alcohol consumption. It’s also important that they be mindful when serving alcohol, particularly if they notice that someone has already had enough. If a guest appears intoxicated, they should refrain from serving more alcohol and suggest they make arrangements to get home safely,” advised Reece.

“It’s important to remember that road safety and mindful alcohol consumption should not be limited to the Christmas season. These are issues that require our attention every day of the year. By making responsible choices year-round we can help ensure that the roads stay safe for everyone, no matter the occasion,” Reece emphasised.