MADD Canada

MADD Canada

November 01, 2011 09:30 ET

MADD Canada and Allstate Canada Ask Canadians to Don a Red Ribbon in Support of Sober Driving This Holiday Season

HALIFAX, NOVA SCOTIA--(Marketwire - Nov. 1, 2011) - Seeing a red ribbon waving from a car or tied around a keychain, purse or backpack never fails to give Denise Dubyk a little burst of holiday warmth. As MADD Canada's National President explains, "every red ribbon represents someone who has made the commitment to always drive sober. It means our roads and communities are a little bit safer."

This year marks the 24th year of Project Red Ribbon, MADD Canada's annual holiday awareness campaign. To recognize the occasion, MADD Canada hosted a national campaign launch at Province House in Halifax with a number of special guests, including: the Honourable Bill Estabrooks, Minister of Transportation and Infrastructure Renewal; the Honourable Ross Landry, Minister of Justice and Attorney General; and Halifax Regional Police Chief Frank Beazley.

The red ribbon is a small but powerful symbol of each wearer's commitment to sober driving. It also serves as a tribute to all victims who have been killed or injured in impaired driving crashes. Every year, approximately 1,200 people are killed and 68,500 are injured in impairment-related crashes.

"This little red ribbon packs a big message," Ms. Dubyk said. "It reminds people to plan ahead for a safe ride home if they're going to be drinking. It reminds people that impaired driving put lives at risk. It reminds people that the deaths and injuries resulting from this violent crime are needless and totally preventable."

With the support of long-time campaign partner and sponsor, Allstate Insurance Company of Canada, MADD Canada, its Chapters and Community Leaders will be out in communities across the country to distribute red ribbons and educational materials, reminding Canadians the tragic deaths and injuries that result from impairment-related crashes are entirely preventable.

"Allstate Canada has been proud to partner with MADD Canada for almost 25 years. Our agents were part of this campaign in its early days and we're proud to be here again this year, helping to spread this important, life saving message," said Allstate Insurance Company of Canada President and Chief Executive Officer John O'Donnell. "At this time of year especially, when social gatherings and holiday toasts are common, all Canadians need to be reminded of the power they have to stop impaired driving and make our communities safer."

Working together with Allstate Canada, and other sponsors such as Irving Oil, MADD Canada, its volunteers and supporters plan to distribute millions of red ribbons across the country between now and January 3, 2012 when the campaign ends.

MADD Canada's red ribbons are available through the MADD Canada web site, Chapters and Community Leaders and Allstate offices across the country. This year, MADD Canada is also offering a text donation option for supporters of Project Red Ribbon. Cell phone users can text "ribbon" to 45678 to donate $10 to MADD Canada and receive a special red ribbon pin. The donation is added to the user's cell phone bill.

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 is one of Canada's leading producers and distributors of home and auto insurance products. "The Good Hands Network®" enables consumers to contact Allstate Canada through one of 93 community-based Agencies, directly online at and through the Customer Contact Centre at 1-800-Allstate. Allstate Canada is committed to making a positive difference in the communities in which it operates and has partnered with organizations such as Mothers Against Drunk Driving (MADD Canada), Crime Stoppers, United Way and Junior Achievement. In 2010, Allstate Canada, in partnership with the National Hockey League Players' Association (NHLPA), created the Allstate All-Canadians program, a mentorship program designed to guide the next generation of Canada's hockey youth. Learn more about this program at To learn more about Allstate Canada, visit or

Contact Information

  • MADD Canada
    Denise Dubyk
    National President

    Allstate Insurance Company of Canada
    Media Relations