MADD Canada

MADD Canada

December 01, 2009 09:01 ET

LCBO customers and staff support MADD Canada

A holiday tradition continues this month as LCBO customers and employees team up to raise awareness and funds for MADD Canada.

Attention: City Editor, News Editor OAKVILLE/ONTARIO/MEDIA RELEASE--(Marketwire - Dec. 1, 2009) - With the holiday season and New Year's approaching, LCBO is once again offering its customers the chance to support MADD Canada and its fight to stop impaired driving. LCBO customers can participate by:

* Making a donation in one of thousands of Project Red Ribbon donation boxes on display at LCBO's 608 stores and 200 agency stores throughout the province. In exchange for the donation, customers receive a red ribbon which they can tie to their vehicle and/or keychain to show their support for safe and sober driving.

* Adding a $2 donation on their credit and debit card purchases to support MADD Canada throughout the month of December.

"We are so pleased to continue this longstanding partnership with LCBO, its employees and its customers," said Margaret Miller, MADD Canada's National President. "Their ongoing support is critical to our ability to offer programs and services which prevent impaired driving and support the victims of this violent crime."

The funds generated through the LCBO support MADD Canada's High School Multi-Media Assembly Program, a dynamic multi-screen presentation which will educate 1,000,000 students in the 2009-2010 school year about the serious consequences of impaired driving. In 2008, LCBO's holiday prompted donation appeal raised close to $450,000 for MADD Canada and its High School Multi-Media Assembly Program.

"The LCBO's incredible contribution will allow MADD Canada to reach over 300,000 Ontario students to educate them about the very real dangers of mixing alcohol and/or drugs with driving and the importance of never driving impaired or riding with an impaired driver," Mrs. Miller said.

"LCBO customers and employees should be very proud of the role they play in bringing this important program to Ontario schools," said Bob Peter, LCBO President and CEO. "With their generous support, MADD Canada is delivering its critical message to more Ontario students than ever before."

LCBO's participation in Project Red Ribbon is also a crucial way for MADD Canada to raise awareness about impaired driving. Every December, as Canadians plan their Holiday parties, attend family gatherings and get together with friends, Project Red Ribbon encourages everyone to make safe and responsible decisions. With donation boxes and red ribbons in all LCBO locations, MADD Canada is able to reach millions with its message to drive sober.

"Project Red Ribbon is MADD Canada's longest-running, most recognized public awareness campaign," Mrs. Miller said. "LCBO has been a very strong supporter of the program for a great many years and has played a major role in the program's growth, success and longevity."

LCBO's partnership with MADD Canada dates back to the mid-'90s and has spanned a wide range of activities and initiatives, including television ads, billboard ads and poster campaigns to raise awareness and reduce impaired 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 contact Margaret Miller, MADD Canada National President at 902-758-5328.
Stephanie Petroff, LCBO Senior Communications Consultant, Corporate Communications at 416-864-6792.

Contact Information

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