Sagicor General Champions Road Safety at Antigua’s Premier Music Events

St. John’s, Antigua: Sagicor General is turning up the volume on road safety this festival season with the return of its Sober Zones, which seek to deliver an important reminder that celebration and responsibility go hand in hand.

For the second consecutive year, the regional insurer brought its interactive campaign to the heart of Antigua’s entertainment scene, kicking things off at Soaked Pineapples on Monday. With bold messaging and engaging activities, Sagicor General encouraged festivalgoers to make smarter choices, particularly when it comes to drinking and driving.

The Sober Zone offered attendees a dedicated “chill zone” to relax, rehydrate, and access medical support if needed, ensuring everyone could celebrate responsibly. A crowd favorite, the “drunk goggles” experience, gave participants an eye-opening glimpse into how alcohol impairs coordination and judgment, reinforcing the importance of staying sober behind the wheel.

“Our festivals are a vibrant expression of Caribbean culture, and we’re proud to be part of that energy,” said Patrick Hinkson, Chief Executive Officer of Sagicor General Insurance Inc., “But enjoyment shouldn’t come at the cost of safety. Through initiatives like our Sagicor Drive Sober Zone, we’re creating safer spaces at events while helping protect lives on the road.”

Event producer Mr. Alston Govia expressed his appreciation for the collaboration, stating, “We’re truly grateful for this continued partnership with Sagicor General. It’s refreshing to see an insurance company making its presence felt in the event space. Not just as a sponsor, but as a brand that genuinely cares about the safety and wellbeing of our patrons.”

Further supporting its road safety efforts, Sagicor General also promoted its innovative Sagicor Drive app, which allows users to monitor their driving behaviour and earn rewards for practicing safe driving habits. By combining technology with community engagement, the insurer is taking a proactive approach to fostering a culture of caution and care on Antigua’s roads.