MADD Canada Celebrates 25th Anniversary of Project Red Ribbon and Launches New PSA Campaign

MONTREAL, QUEBEC--(Marketwire - Nov. 7, 2012) - At a news conference this morning attended by numerous guests, MADD Canada (Mothers Against Drunk Driving) announced the Quebec launch of its 25^th annual Project Red Ribbon. The campaign runs from November 1^st, 2012 to January 7^th, 2013. Officially sponsored by the Allstate Insurance Company of Canada, Project Red Ribbon is designed to raise public awareness of the importance of sober driving and to honor the victims of this violent crime.

"The holiday season is a time for parties and celebrations, when consumption of alcohol and drugs tends to increase. Despite all the public awareness campaigns, too many Quebecers still decide to go ahead and drive after drinking or using drugs," said Marie Claude Morin, MADD Canada Chapter Services Manager for the Quebec region.

Over the next several weeks, Quebecers will be invited to attach a red ribbon to their vehicles, key chains, purses, briefcases and backpacks as a way of showing their commitment to safe and sober driving. Local MADD Canada Chapters, Community Leaders, volunteers and supporters will hand out thousands of ribbons across the province to help raise public awareness and to honor the victims of impaired driving and their loved ones. Every day in Canada, 4 people are killed and 174 seriously injured in impaired-related crashes. In Quebec alone, over 200 families every year are devastated by the loss of a family member and thousands more Quebecers are injured and forced to live with the consequences of someone else's irresponsible decision.

"An impaired-related crash affects not only those killed or injured on the road but their families, friends, co-workers and neighbours as well. I lost my own son, and I think we must continue our efforts to raise awareness until the day comes when no driver makes the fatal decision to drive after they've been drinking or using drugs," said Angeliki Souranis, President of MADD Montreal and mother of Craig Watson, who died tragically in 2008 in an impaired-related crash.

In addition, as part of its regular public awareness activities, MADD Canada introduced a new public service announcement created for Quebec's television market. Developed and produced through the generosity of Agence Über, the message is intended to make citizens think hard about the impact of impaired driving on those closest to the victims. The PSA will air over the next few months on television networks in the province and will invite Quebecers to learn more about MADD Canada and its various programs, including victim services.

"Our mission is to support all victims of impaired driving and make drivers think about the dangers they face when they consume alcohol or drugs before driving. Project Red Ribbon gives Quebecers an opportunity to show their support in the fight against impaired driving," said Marie Claude Morin.

About MADD Canada

MADD Canada (Mothers against Drunk Driving) was formed in 1989 to create a national network of victims and concerned citizens working to stop impaired driving and to support victims of this violent crime. MADD has been present in Quebec since 1999 and today has 2 local Chapters and 2 Community Leaders in the province, as well as a regional office with full-time staff. MADD Canada provides a range of programs and numerous activities to raise awareness among the general public and policy makers.