Sobriety Checkpoint, Special Guests Highlight Launch of MADD Canada's 2012 Campaign 911 Program

TORONTO, ONTARIO--(Marketwire - April 17, 2012) - With the May long weekend, cottage season and summer just weeks away, Canada's roads are about to get a lot busier. To get people thinking about improved road safety during the high-traffic spring and summer months, MADD Canada and its partners are promoting the 2012 Campaign 911 program.

Campaign 911 encourages and empowers Canadians to report suspected impaired drivers to police by calling 911. The message is simple: if you see a driver you suspect is impaired, note the make of the car, licence number, location and direction of travel, and call police. Information on the signs of a possible impaired driver is available on MADD Canada's web site at www.madd.ca.

"For the public, Campaign 911 reinforces the message that calling 911 to report a suspected impaired driver is absolutely the right course of action," said MADD Canada National President Denise Dubyk. "For anyone who takes the risk and drives impaired, Campaign 911 means it is not just the police who are on the lookout for impaired drivers - every motorist on the road can report you to police."

The 2012 campaign kicked off today with a special event in Toronto, featuring Ontario Attorney General John Gerretsen, Toronto Police Chief William Blair and Ontario Provincial Police Deputy Commissioner Larry Beechey. As part of the event, guests observed a sobriety checkpoint run by Toronto Police in downtown Toronto where motorists who were stopped were given information on Campaign 911.

Every day, on average, four people are killed in impaired driving crashes and 174 are injured. Every one of these crashes is preventable.

"Ontario is proud to support MADD's Campaign 911 program. By encouraging Canadians to call 911 if they suspect an impaired driver, we are giving police an additional and powerful tool to help keep our streets safe," said Ontario Attorney General John Gerretsen.

Campaign 911 has grown extensively over the past few years. In communities across the country, MADD Canada Chapters and Community Leaders work with local and regional police, government and community organizations to deliver the Campaign 911 message. Signs, billboards, public service announcements and other materials inform the public about the possible signs of an impaired driver, tips on what to do and road safety reminders.

"We know these programs work," Ms. Dubyk said. "Effective Call 911 programs with appropriate signage in the right locations, along with education and awareness about the program, increase calls to report impaired drivers and increase driving charges resulting from 911 calls."

As part of its Campaign 911 effort, MADD Canada has extended the message to the boating communities. With grants from Transport Canada, and working with local and regional police, government, boat clubs and marinas, MADD Canada has produced and installed nearly 250 "Don't Boat Impaired" signs.

The 2012 campaign marks the first year of MADD Canada's partnership with new Title Sponsor, the Automotive Recyclers of Canada. Following the national launch, MADD Canada will continue to promote its Campaign 911 message by teaming with provincial member associations of ARC to hold events throughout the summer to highlight the program.

"In our field, ARC and its members see the terrible consequences of car crashes all too often," said Steve Fletcher, Managing Director, ARC. "Knowing that many of these crashes involve impairment and that they could have been prevented moved us to get involved with MADD Canada. Campaign 911 gives us all a way to help police identify impaired drivers and take them off the roads before a crash occurs."

MADD Canada is pleased to recognize Allstate Insurance Company of Canada and Maritime-Ontario Freight Lines Ltd. as Campaign 911 Official Sponsors, and the Canadian Association of Chiefs of Police, Canadian Police Association and Canadian Association of Police Boards as Official Partners.

About MADD Canada

MADD Canada (Mothers Against Drunk Driving) is a national, charitable organization that is committed to stopping impaired driving and supporting the victims of this violent crime. With volunteer-driven groups in more than 100 communities across Canada, MADD Canada aims to offer support services to victims, heighten awareness of the dangers of impaired driving and save lives and prevent injuries on our roads.

About Automotive Recyclers of Canada

Formed in 1997 as an "association of associations", the Automotive Recyclers of Canada (ARC) is the national voice of the automotive recycling industry, providing a forum for the channelling of information and addressing Canada wide concerns. Member associations: Alberta Automotive Recyclers & Dismantlers Association (AARDA); Association des recycleurs de pièces d'autos et de camions inc. (ARPAC); Automotive Recyclers Association of Atlantic Canada (ARAAC); Automotive Recyclers Association of Manitoba (ARM); British Columbia Automotive Recyclers (B-CAR); Saskatchewan Automotive Recyclers Association (SARA); Ontario Automotive Recyclers Association (OARA).