MADD Canada

MADD Canada

September 09, 2010 10:01 ET

Impaired driving "shatters" lives in MADD Canada high school program

Attention: Education Editor, News Editor OAKVILLE/ONTARIO/MEDIA RELEASE--(Marketwire - Sept. 9, 2010) - With stark, realistic footage of a crash, and testimonials from real life victims, MADD Canada's 2010-2011 School Multi-Media Assembly Program pulls no punches in showing students the risks and tragic outcomes of impaired driving.

Shattered opens with a car racing down the road, recklessly passing traffic. The driver loses control, flipping the car and crashing into a guardrail. Flashing back, the scene shows several high school students on a typical Saturday evening. None of them realize how their actions that night will have life-altering consequences.

"We know that young people are significantly over-represented in impaired driving crashes," said MADD Canada National President Margaret Miller. "With Shattered, we hope to show them that the risks are real. This isn't just a movie; people are killed and injured in impaired driving crashes every single day because someone makes a dangerous and irresponsible decision."

Delivering that message is critical to reducing the disproportionate toll impaired driving takes on teens and young adults. Motor vehicle crashes are the leading cause of death among 15 to 25 year olds, and alcohol is a factor in 45% of those crashes.

The School Multi-Media Assembly Program is part of MADD Canada's efforts to reduce the number of young people being killed and injured in impaired driving crashes. The program presents students with hard facts about alcohol, drugs and driving, the legal and social ramifications of impaired driving, binge drinking, impairments caused by cannabis (on its own or in combination with alcohol) and the dangers of accepting rides from alcohol or drug impaired drivers.

"With our School Multi-Media Assembly Program, we help students understand that impaired driving is entirely preventable and provide them with the knowledge they need to always make safe and sober driving choices, as both drivers and passengers," Mrs. Miller said.

The program begins its cross country tour of high schools today with a debut before students and staff at Francis Libermann Catholic High School in Toronto. With the support of returning Title Sponsor Allstate Canada, and other sponsors, MADD Canada plans to deliver the program to 1 million students in 2010-2011.

"Allstate Canada is proud to continue our long-standing partnership with MADD Canada in an effort we believe helps save lives and improve road safety," said Chris Kiah, President and Chief Executive Officer of Allstate Canada. "Through impactful programs like Shattered, we hope to encourage youth to develop safe and sober driving habits which will help keep them, and others, safe from the tragic impacts of impaired driving."

Mrs. Miller thanked Allstate Canada for its continued support, noting that "their generous sponsorship enables us to visit more communities and empower more students with the knowledge and tools they need to prevent impaired driving."

In addition to Allstate Canada, MADD Canada recognizes the following sponsors who have made leading contributions to support the 2010-2011 School High Multi-Media Assembly Program: General Motors of Canada, CN, Alberta Culture and Community Spirit, LCBO, Manitoba Public Insurance, NB Liquor, Newfoundland and Labrador Liquor Corporation, Nova Scotia Liquor Corporation, Saskatchewan Liquor and Gaming Authority, Saskatchewan Government Insurance and Discount Car and Truck Rentals Ltd.

To preview Shattered, or for a full list of the companies which sponsor the School Multi-Media Assembly Program, please visit the MADD Canada web site at www.madd.ca.

Sobering Facts:
* Young people have the highest rates of traffic death and injury per capita among all age groups and the highest death rate per kilometre driven among all drivers under 75 years of age.
* 16 - 19 year olds are more than 15 times more likely to die per kilometre driven than their parents, and 20-24 year olds are at more than 9 times the risk of their parents.
* In 2004, traffic crashes killed 695 young people; it is conservatively estimated the 45% of these deaths were alcohol related.
* 16-25 year olds constituted 13.7% of the Canadian population in 2003 but they accounted for 32.1% of all alcohol-related
traffic deaths.
* Young people have high rates of driving after drinking and of being a passenger of a driver who has been drinking or taking drugs.

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 Allstate Insurance Company of Canada
Allstate Insurance Company of Canada produces and distributes home and auto insurance products across Canada. The "Good Hands Network" enables consumers to contact Allstate's over 90 community-based agencies, directly on-line at www.allstate.ca and through the Customer Contact Centre at 1-800-allstate.
/For further information: Deb Kelly, Communications Manager, (905) 829-8805, ext 240.

NOTE TO ALL MEDIA:
Interview opportunities are available with MADD Canada spokespeople about the annual launch of this national campaign. Please contact MADD Canada at 1-800-665-6233 / 905-829-8805, ext 240 for details and to find out when Shattered will visit your community.
/ IN: EDUCATION, SOCIAL, TRANSPORT

Contact Information

  • Deb Kelly, Communications Manager, MADD Canada
    Primary Phone: 905-829-8805 ext. 240
    Toll-Free: 800-665-6233