Meta Abo Brewery S.C. Diageo along with the Ethiopian Road Transport Authority launched a ‘don’t drink and drive’ campaign at the Hilton Hotel on Friday 3rd of January. The campaign called ‘Shoom Shufair’ which means designated driver (someone who is delegated to abstain from alcohol in order to drive friends home safely at the end of an evening out) aims to raise awareness around the dangers of drinking and driving. At the launch event well known personalities and government officials were present such as the president of the Ethiopian Chamber of Commerce and Sectoral Association, Jano Band and Haile Gebreselassie. Invited guests took part in signing pledge to never drink and drive. The public awareness campaign will reach the Addis Ababa public through the radio and print media.