MADD Canada

MADD Canada

June 08, 2009 11:01 ET

Alcool NB Liquor Expands Support of MADD Canada

Attention: City Editor, News Editor OAKVILLE, ONTARIO,MEDIA RELEASE--(Marketwire - June 8, 2009) - Alcool NB Liquor's (ANBL)plans to go green with a new reusable and recyclable shopping bag will not only benefit the environment, it will support MADD Canada and its New Brunswick Chapters in the fight to stop impaired driving.

Today, ANBL announced the introduction of a new reusable and recyclable shopping bag which customers can purchase for $0.05 apiece, and named MADD Canada as a recipient of 50% of the proceeds from those sales. The Nature Conservancy of Canada will receive the other portion of sales proceeds.

"This commitment by ANBL is just one example of their leadership in the area of social responsibility and their efforts to help MADD Canada achieve our mission," says Andrew Murie, MADD Canada's Chief Executive Officer. "The additional support will enable us to educate and engage more people in our work to end impaired driving."

Today's announcement marks the expansion of a long-standing partnership with MADD Canada that began more than 12 years ago when ANBL joined the annual Project Red Ribbon Campaign. Since then, ANBL has supported the High School Multi-Media Assembly Program and, this past February, helped MADD Canada launch Campaign 911 in New Brunswick. In August, ANBL will pilot a prompted donation campaign, asking customers to donate to MADD Canada as they make their purchases.

With all of the support over the years, including this year's commitments, ANBL will have raised more than $100,000 for MADD Canada.

Later this year, ANBL will play a lead role in the debut of MADD Canada's first French High School Multi-Media Assembly Program. ANBL is sponsoring 10 French shows in high schools throughout the province, including the national debut of the French program in Moncton in September. The additional shows bring the total number of shows being sponsored by ANBL to 20, with 10 in each official language.

"We are pleased to work alongside MADD Canada to deliver this program to our students," says Dana Clendenning, President and Chief Executive Officer, ANBL. "By exploring the tragic and completely senseless consequences of impaired driving, we hope to foster safe and sober driving habits among young people and empower them with the knowledge that their choices can save lives and prevent injuries."

Educating youth about the very serious consequences of impaired driving is critical to MADD Canada's mission to stop impaired driving. One in three people who die in alcohol-related crashes are under the age of 25. The Multi-Media Assembly Programs have been a component of MADD Canada's youth services since 1994. Using music videos, video clips, dramatizations and testimonials from family and friends who have lost loved ones to impaired driving, MADD Canada's High School Multi-Media Assembly Program packs a hard punch designed to get students' attention and drive the message home that it is never okay to mix alcohol and/or drugs with driving.

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.
/For further information: Visit or call:
Andrew Murie, Chief Executive Officer, MADD Canada, at 1-800-665-6233, ext. 224 or (cell phone) 416-720-7642.
Nora Lacey, Manager of Communications, Alcool NB Liquor, 506-452-6453.

Contact Information

  • Andrew Murie, Chief Executive Officer, MADD Canada
    Primary Phone: 905-829-8805 ext. 224