MADD Canada

MADD Canada

April 14, 2005 09:17 ET

LCBO partnership provides tremendous support for MADD Canada

Joint initiatives provide new opportunities to deliver 'Don't Drink and Drive' message Attention: Business/Financial Editor, Food/Beverage Editor, Lifestyle Editor, News Editor MISSISSAUGA, ONTARIO--(CCNMatthews - April 14, 2005) - Mothers Against Drunk Driving (MADD Canada)'s partnership with the Liquor Control Board of Ontario (LCBO) has resulted in new programs, increased public awareness campaigns and effective products to help combat drinking and driving. MADD Canada cites this partnership with its continued success in keeping the important 'Don't Drink and Drive' message in front of more Ontarians than ever before.

"Our joint initiatives with LCBO have ensured greater exposure to alcohol consumers and the general public," says MADD Canada National President Karen Dunham. "LCBO has taken its commitment to social responsibility and promoting responsible drinking very seriously and as a result Ontarians are the beneficiaries of greater public awareness of the potential tragedies related to drinking and driving."

"LCBO's fundraising support has also enabled MADD Canada to provide more alcohol education programs and services and, very important for us, it has ensured messaging about drinking and driving is broadcast across Ontario during prime time," says Mrs. Dunham.

The LCBO and MADD Canada partnership has spanned seven TV campaigns and produced some memorable moments for audiences since 1995. Many remember the commercial, "Pants", where a man drops a set of keys down his pants to ensure his friend doesn't drive home impaired. The most recent LCBO/MADD Canada social responsibility TV commercial, "Heroes," featured everyday people who have stopped others from drinking and driving.

On the Internet, LCBO and MADD Canada have produced a micro Web site, Talk to your kids about alcohol, which helps parents of preteens communicate the important lessons of driving sober and making smart choices about alcohol consumption. []

"LCBO has always been a tremendous supporter of our programs and services," says Andrew Murie, MADD Canada's Chief Executive Officer. "Since 1997, LCBO fundraising programs have helped raise over $400,000. Our partnership has grown and is producing new and innovative ways of delivering our message -- the micro Web site and LCBO's participation in our holiday season Project Red Ribbon campaign are two good examples of this."

LCBO's 2004 holiday season initiatives helped raise almost $140,000, through store sales of Good Host Kits and customer donations at LCBO checkouts and LCBO Agency stores in support of Project Red Ribbon.

"LCBO values our partnership with MADD Canada to help stop drinking and driving and educate young people about alcohol," says Andrew Brandt, LCBO Chair and CEO. "Promoting the responsible use of alcohol is one of LCBO's priorities. Similar to our role as trusted advisors on product selection, our Retail staff can play an important role promoting wise choices about responsible consumption, entertaining and hosting."

The first-ever Good Host Kit, developed by LCBO in partnership with Shoppers Drug Mart, proved very popular with customers. With a $4.50 donation on each kit sale (retail price $9.95), sales at the nearly 300 participating LCBO stores generated almost $32,000 for MADD Canada. Sales of kits at Shoppers Drug Mart generated another $11,700. Monies raised are being used by MADD Canada to provide a new educational program for high school students.

The Good Host Kit provided a proactive solution, empowering hosts of holiday celebrations to take action to deter drinking and driving. The kit offered everything a host would need for unexpected overnight guests. It included sample-size toiletry items such as shampoo, condition, soap, toothpaste, toothbrush, deodorant and a razor, as well as a MADD Canada Red Ribbon and LCBO responsible hosting tips.

Plans are underway for a summer version of the Good Host Kit with a portion of the sales again going to MADD Canada.

Visit -- and for more information and interviews, call:
Andrew Murie, MADD Canada CEO 1-800-665-6233, ext. 224
/For further information: IN: RETAIL, SOCIAL

Contact Information

  • Andrew Murie, Chief Executive Officer
    Primary Phone: 905-813-6233 ext. 224
    Toll-Free: 800-665-6233