MADD Canada

MADD Canada

November 02, 2007 15:15 ET

MADD Canada holiday campaign launched across Province with AMA help

Project Red Ribbon urges Alberta motorists to drive sober through holiday celebrations

Attention: News Editor, Photo Editor CALGARY, ALBERTA--(Marketwire - Nov. 2, 2007) - Ten local Alberta Chapters of Mothers Against Drunk Driving (MADD Canada) are again teaming up with the Alberta Motor Association (AMA) to deliver to Albertans their messages about the dangers of impaired driving during the holiday season with MADD Canada's 2007 Project Red Ribbon campaign.

Representatives from MADD Alberta Chapters and AMA were present at the City of Calgary's Tri Service Headquarters this afternoon to officially launch this important public awareness campaign for the Province. Calgary's Police, Fire and EMS personnel as well as community leaders joined in to urge Alberta motorists to not drive after consuming alcohol or taking drugs.

At the core of the awareness campaign is the MADD Canada ribbon, which has become a familiar symbol of safe and sober driving throughout the country. Both MADD Canada volunteers and AMA offices help to distribute tens of thousands of red ribbons throughout Alberta during the months of November and December.

"We ask Alberta motorists to display a red ribbon and help with the fight against impaired driving," says Wayne Kauffeldt of the MADD Calgary Chapter. "By flying a MADD Canada ribbon, you are sending a message that you're committed to driving sober. We also want this ribbon to signal to everyone their responsibility to call 911 and report a suspected impaired driver to police so that a potential crash can be averted."

"The MADD Canada red ribbon serves as a constant message to people on the roads to drive safe and sober," says Don Szarko with the AMA. "Our organization's 820,000 members are concerned about safety on our roads and AMA shares MADD Canada's mission and its desire to eliminate impaired driving tragedies."

Allstate Insurance Company of Canada is the Project Red Ribbon Title Sponsor. AMA is the provincial sponsor for Alberta. Other key sponsors of this awareness initiative include: # TAXI, Suzuki Canada Auto Dealers Foundation and Coyle Corrugated Containers.

"We are very thankful for the support this campaign is given every year," says Mr. Kauffeldt. "Without the leadership of our sponsors, like Allstate Insurance Company of Canada and specifically the AMA in Alberta, we would not be able to make an impact through this time of year, and throughout the year."

Impaired driving remains Canada's number one criminal cause of death. On average, each and every day, 4 Canadians are killed and 187 Canadians are injured in alcohol and drug-related crashes. More than 70,000 Canadian men, women and children are killed or serious injured in impaired driving crashes annually. MADD Canada's volunteers and supporters are intent on altering these unacceptable statistics.

MADD Canada volunteers across the country began their 2007 Project Red Ribbon drive November 1st (see further media) and the campaign will run through to January 7th, 2008. More than 100 local MADD Canada Chapters will be participating in Project Red Ribbon.

/For further information: Louise Knox, MADD Western Office Manager @ (780) 975-2776
Kent Dixon, AMA Corporate Communications @ (780) 430-5541, (780) 231-8128

Contact Information

  • Wayne Kauffeldt, MADD Calgary Chapter
    Primary Phone: 403-540-5090