Thousands of Ugandans are expected to benefit from a new five-year partnership between Uganda Breweries Limited (UBL) and the Uganda Red Cross Society (URCS), aimed at reducing alcohol-related harm, improving road safety, and strengthening community preparedness across the country.
The agreement, signed today at UBL’s head offices in Luzira, sets out a joint commitment to deliver nationwide behaviour change campaigns and scale community outreach.
The partnership will focus on initiatives such as Wrong Side of the Road and Eyo Red Card (DrinkIQ), campaigns designed to address risky alcohol consumption and its link to road traffic incidents, which remain a leading cause of injury and death in Uganda.
Speaking at the signing, Felicite Nson, Managing Director, UBL, said the collaboration reflects a deliberate shift from awareness to action.
“UBL has always believed that the responsibility of a brewer doesn’t end at the point of sale. This partnership with the Red Cross is a long-term commitment to communities, families, and Uganda, where drinking is safe, informed, and never costs a life. The Positive Drinking Agenda is how we act on that belief, and URCS provides the reach it needs,” she said.
Through its extensive volunteer network including over 500,000 registered volunteers and members, the Uganda Red Cross Society will support community engagement, first aid training, and emergency response awareness, ensuring that interventions reach high-risk and underserved areas.
Robert Kwesiga, Secretary General, URCS, welcomed the partnership, emphasizing the importance of cross-sector collaboration.
“We exist to serve the most vulnerable, and preventable deaths on Uganda’s roads are part of that mandate. Our volunteers are already trusted voices in the communities where they live and work. Through this partnership, we can channel that trust into real, lasting behavior change not once, but consistently across the country.”
Uganda Police Force, represented by ASP Michael Kananura, played a supporting role during the signing, reinforcing enforcement and public education efforts tied to the programme.
Data from the Uganda Police Force and local road safety reports continue to show a strong link between alcohol misuse and traffic incidents, particularly among young people, with over 3,000 deaths recorded annually in road crashes where alcohol is a contributing factor. This partnership aims to address that gap directly through targeted messaging, community activation, and stakeholder collaboration.
UBL noted that the initiative aligns with its broader sustainability agenda, which prioritizes responsible consumption and community wellbeing.
The MOU was signed on March 31, 2026, and will last five years, with both parties committed to regular evaluation, joint reporting, and the flexibility to expand the partnership into new areas of public safety. Campaign activities under this agreement are expected to begin across Uganda throughout 2026.
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