MADD Canada

MADD Canada

April 23, 2009 07:01 ET

Don't become a statistic at prom season, MADD Canada tells students

MADD Canada delivers “Dead on Arrival” Multi-Media show to Niagara Falls high school students to kick off prom and grad season

Attention: City Editor, Education Editor, News Editor OAKVILLE, ONTARIO, MEDIA RELEASE--(Marketwire - April 23, 2009) - As high school students across the country prepare to celebrate the end of the school year, MADD Canada is ramping up the delivery of its High School Multi-Media Assembly Program to warn young people about the dangers of impaired driving.

MADD Canada is marking the start of grad and prom season with a special screening of its program Dead on Arrival for 300 students at St. Michael Secondary School on April 23.

"This is an exciting time for students as they plan for parties, proms and grad ceremonies," says MADD Canada Volunteer National President Margaret Miller. "But we at MADD Canada know how quickly these end-of-year celebrations can turn deadly if someone gets behind the wheel after drinking or doing drugs."

Young people are at particular risk. One in three people who die in alcohol-related crashes are under the age of 25.

"At this time of year especially, it is critical that we reach young people with our message about the dangers of impaired driving," says Mrs. Miller. "We don't want to lose one more young person to this senseless tragedy."

Using music videos, video clips, dramatizations and testimonials from family and friends who have lost loved ones to impaired driving, MADD Canada's Multi-Media show 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.

MADD Canada is stepping up delivery of Dead on Arrival over the next few weeks to reach as many students as possible before proms, graduations and the end of the school year. By the end of June, the show will have reached approximately 300,000 students in Ontario and 700,000 students nationwide.

MADD Canada is pleased to note the program will reach even more Ontario students in the 2009-2010 school year thanks to a record donation from LCBO. Close to $450,000 was raised for MADD Canada through LCBO's donation box program and prompted donations. The funds will be used to deliver the program to more schools and to put an additional field representative on the road to bring the show to new areas throughout the province.

"LCBO has been tremendously supportive of our efforts to tell youth about the dangers of impaired driving," says Mrs. Miller. "This extraordinary donation will allow us to bring our message to more Ontario high schools. In fact, we could reach as many as 200,000 more Ontario students with our new show which begins in September."

LCBO has an in-store donation box program year-round to raise funds for provincial and local charities. This past December, LCBO's staff and customers raised a record $890,523 which was divided among MADD Canada and four provincial children's hospital foundations.

At the local level, just over 26 per cent of customers who shopped at the LCBO store at Thorold Stone Road and Portage Road in Niagara Falls in December made a donation when they paid by debit or credit card, making it the most successful fundraising store in LCBO's Western Region.

"We are pleased to be part of MADD Canada's efforts to educate youth and prevent impaired driving," says LCBO President and CEO Bob Peter. "These results are clear indicators that when LCBO employees ask our customers to support worthy causes, they respond positively and with generosity."

Educating youth about the very serious consequences of impaired driving is critical to MADD Canada's mission to stop impaired driving. Multi-Media programs have been a component of MADD Canada's youth services since 1994.

MADD Canada would like to thank the following organizations for their support of the 2008-2009 High School Multi-Media Program: General Motors of Canada Limited, Allstate Insurance Company of Canada, #TAXI, CN, RBC Foundation, LCBO, Manitoba Public Insurance and Discount Car and Truck Rentals Ltd. A complete list of sponsors or partners is available on our website at www.madd.ca.

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. As the pre-eminent voice for impaired driving victims, MADD Canada includes not only mothers, but fathers, siblings, friends, business professionals, experts in the impaired driving field, concerned citizens and young people who want to make a difference in the fight against impaired driving. If you need help or would like to join our mission, call MADD Canada today at 1-800-665-6233.

About LCBO
Selling liquor responsibly is a public trust the LCBO has taken very seriously since its creation in 1927. At the LCBO, social responsibility is as important as providing a high level of customer service and maximizing revenue for the provincial government.

Over the decades, LCBO has had a strong and consistent commitment to socially-responsible programs, practices and actions such as responsible retailing, promoting responsible consumption through partnerships, education and advertising and fundraising to support charities and community organizations in Ontario. In the last fiscal year, LCBO Retail staff challenged over 2.4 million people for reasons of age, intoxication or suspected 2nd party purchase and refused service to over 170,000.
/For further information: Visit www.madd.ca or contact:
Margaret Miller, MADD Canada’s National President: 902-758-5328
Jacqueline Waldorf, LCBO, Senior Communications Consultant: 416-864-6875
/ IN: EDUCATION, JUSTICE, SOCIAL

Contact Information

  • Margaret Miller, Volunteer National President, MADD Canada
    Primary Phone: 902-758-5328