Collaborations ensure road safety for Ramadan and Raya 2025

(From Left to Right): Mohamed Hafidz Mohamed Ismail Head of Strategic Communications & Customer Experience, PLUS Malaysia Berhad (PLUS), Eunice Kow, Head of Marketing Health Enrichment, Suntory Beverage and Food Malaysia, Ir. Ts. Azhar Hamzah, Director, Human Factors and Road User Behavioural Centre (HUB), Malaysian Institute of Road Safety Research (MIROS), Michael Wong, Marketing Director, Suntory Beverage and Food Malaysia

19 March 2025

KUALA LUMPUR: BRAND'S® Essence of Chicken (BRAND'S) continues its collaboration for the third consecutive year with PLUS Malaysia Berhad (PLUS) and, for the first time, the Malaysian Institute of Road Safety Research (MIROS) on the "Kekal Cergas dan Selamat" road safety initiative for Ramadan and Raya 2025.

This initiative is to create awareness about driver fatigue and promote road safety by encouraging travellers to take regular breaks, remain vigilant, and recharge for a safer journey home during the festive period.

From January to October 2024, Malaysia recorded 532,125 road accidents with 5,364 fatalities—underscoring the urgent need for intervention. One significant yet often overlooked risk is driver fatigue, which can lead to lapses in attention and impaired reaction times. Research shows that prolonged wakefulness affects cognitive function and decision-making, with sleep deprivation having effects similar to alcohol intoxication. Now in its third year, this campaign amplifies the critical need for awareness, rest, and vigilance, especially during high-traffic periods like Raya Aidilfitri.

Eunice Kow, Head of Marketing Health Enrichment, Suntory Beverage and Food Malaysia, shared, "At BRAND'S, safety isn't just a priority—it is a responsibility. We understand that staying mentally and physically alert is crucial, especially during long-distance travel when fatigue can turn dangerous. Our partnership with PLUS and MIROS through this 'Kekal Cergas dan Selamat' campaign amplifies this important message, reaching even more road users during the bustling Ramadan and Raya season. Whether breaking fast or gearing up for sahur, BRAND'S® Essence of Chicken is your trusted companion on the road, scientifically proven to nurture both your mental sharpness and physical well-being - every journey ends safely at home."

BRAND'S® will distribute its BRAND'S® Essence of Chicken to PLUS highway users from 23 to 30 March 2025, as part of a campaign promoting road safety and mental alertness. The initiative includes interactive activities designed to enhance focus and exclusive giveaways.

Assoc. Prof. Ts. Dr. Siti Zaharah Ishak, Director-General of the Malaysian Institute of Road Safety Research (MIROS) elaborated further, " At MIROS, evidence-based research drives our mission to enhance road safety. Studies reveal that long hours of driving not only cause physical fatigue but also lead to mental exhaustion, making it a major contributor to microsleep. Microsleep episodes—brief, involuntary lapses in attention—can occur within seconds, significantly increasing the likelihood of road crashes and injury severity. Studies have shown that microsleep-related crashes frequently occur on high-speed roads, with 55% involving drivers aged 25 and below.”

“Through this campaign, MIROS aims to bridge the gap between research and public awareness by emphasising the importance of early detection of fatigue, regular rest breaks, and responsible driving habits. A short break, simple exercises and refreshments can make the difference between a safe journey and a tragic crash. Together with PLUS and BRAND'S, we encourage all road users to stay alert and prioritise safety, especially during the high-traffic Raya season."