MADD Canada

MADD Canada

November 01, 2012 11:30 ET

MADD Canada and Allstate Canada Launch 25th Annual Project Red Ribbon to Prevent Impaired Driving This Holiday Season

OAKVILLE, ONTARIO--(Marketwire - Nov. 1, 2012) - Project Red Ribbon, MADD Canada's campaign to promote sober driving during the holiday season, turns 25 this year. A series of special events and activities are being held across the country to mark the milestone, including a national launch on Parliament Hill today to officially kick off the 2012 campaign.

The Honourable Marjory LeBreton, Leader of the Government in the Senate, RCMP Commissioner Bob Paulson, OPP Chief Superintendent Gary Couture and Allstate Insurance Company of Canada President and CEO John O'Donnell joined MADD Canada for the national launch, which included a red ribbon cutting ceremony and the performance of a new song written and produced for MADD Canada by Michael Hanson, the original drummer and founder of musical group Glass Tiger.

In honour of the 25th annual Project Red Ribbon campaign, a special statement is being released by Prime Minister Stephen Harper, and Member Statements are being read in the House of Commons and the Senate. Across the country, provincial/territorial proclamations, statements or other observances to mark Project Red Ribbon are happening in: Newfoundland and Labrador, Prince Edward Island, Nova Scotia, New Brunswick, Québec, Manitoba, Saskatchewan, Alberta, British Columbia, the Yukon and Nunavut.

"Twenty five years ago, MADD Canada started a campaign to encourage safe and sober driving during the holiday season," said MADD Canada National President Denise Dubyk. "We are so grateful for the strong support we have received from public officials, police, sponsors like Allstate Canada and, most importantly, the public, since that first campaign. People have embraced the red ribbon and wear it proudly as a sign of their commitment to sober driving."

Project Red Ribbon runs from November 1st to the first Monday after New Year's, during which time MADD Canada volunteers are out in their communities distributing millions of red ribbons to the public to attach to their vehicles, key chains, purses, briefcases and backpacks.

The ribbon reminds people to plan ahead for a safe ride home if they're going to be drinking. It also serves as a tribute to those who have been killed or injured in impairment-related crashes. Every year, between 1,250 and 1,500 people are killed and more than 63,000 are injured as a result of impaired driving.

Impaired driving can be prevented if everyone makes good, responsible, safe choices. Help make this holiday season safe from impaired driving:

  • Plan ahead when you know you'll be drinking. Take a cab or bus, arrange a designated driver or plan to stay over.
  • Never drive impaired or ride with an impaired driver.
  • And if you see a driver you suspect is impaired, call 911 to report it to police. The call you make could save a life.

Ms. Dubyk noted that the 25-year milestone is bittersweet. "We are proud of the impact this program has and we are proud of its longevity. We know it has made a difference. And yet, I believe everyone with MADD Canada would agree - we long for the day when we can retire this program because it is no longer needed - because impaired driving has been eliminated."

This year also marks the 25th anniversary of the partnership between MADD Canada and Allstate Insurance Company of Canada. Allstate Canada has been a generous supporter of MADD Canada's programs, including Project Red Ribbon, Campaign 911 and the School Assembly Program, as well as numerous statistical and research publications, resources for victims and other resource, education and awareness materials. Allstate Canada is the Title Sponsor of the 2012 Project Red Ribbon campaign.

"For 25 years, Allstate Canada, its agents and employees have been proud to stand with MADD Canada as part of the effort to eliminate impaired driving," said John O'Donnell, President and Chief Executive Officer of Allstate Insurance Company of Canada. "We are proud to be here again today to support Project Red Ribbon. It our sincerest hope that the drive sober message will be heard today, and every day throughout the holiday season."

MADD Canada's red ribbons are available through the MADD Canada web site, Chapters and Community Leaders, Allstate Canada offices across the country and participating sponsor outlets. For more information, please see the Project Red Ribbon page on the MADD Canada web site at

Anyone who wishes to support Project Red Ribbon with a donation can do so online through the web site, by calling 1-800-665-6233 or by texting "madd" to 45678 (a $5 one-time donation is added to the donor's cell phone bill and payable to his or her service provider.) Supporters can also make donations to MADD Canada through their smartphones, thanks to our new mobile-optimized web site. Visit on an iPhone, Blackberry or Android smartphone to check it out.

25 Years of Partnership

This year, MADD Canada and Allstate Insurance Company of Canada celebrate 25 years of partnership in the effort to stop impaired driving. Allstate Canada has been the lead sponsor on all MADD Canada programs at various times over those years, and has also been a supporting partner in the publication of numerous statistical, research and liability reports. Currently, Allstate Canada is the National Sponsor of the 2012-2013 School Assembly Program, Title Sponsor of Project Red Ribbon and Official Sponsor of Campaign 911.

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 more information, visit

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 91 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 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. To learn more about Allstate Canada, visit or

Contact Information

  • Denise Dubyk
    MADD Canada National President

    Allstate Insurance Company of Canada
    Media Relations