MADD Canada

MADD Canada

May 06, 2013 09:30 ET

MADD Canada and NSLC Partner to Deliver Safe-driving Message Before Prom Season

AMHERST, NOVA SCOTIA--(Marketwired - May 6, 2013) - As Nova Scotia students prepare to celebrate the end of the school year, MADD Canada and the Nova Scotia Liquor Corporation (NSLC) are teaming up to deliver a dynamic presentation that warns students about the dangers of impaired driving. The dramatic film and discussion are designed to get students thinking about the impact of their choices and how they can make better decisions. Making the responsible choice and staying safe is always important, but resonates during grad and prom season.

MADD Canada's newest School Assembly Program, titled Long Weekend, provides a realistic and vivid look at how good times with friends can turn tragic in mere seconds when one person makes the decision to drive impaired. Today, MADD Canada will deliver a special screening of the Long Weekend film to students at Amherst Regional High School. The film challenges students to examine their beliefs and choices around mixing alcohol and/or drugs with driving, and helps them understand the consequences when people make the wrong choices.

"This is such an exciting time of year for students as they get ready for proms and graduations and end-of-year parties," said MADD Canada National President Denise Dubyk. "But we know how quickly those celebrations can become tragedies if someone gets behind the wheel after they've been drinking or doing drugs.

Long Weekend follows Brian, his brother Malcolm, girlfriend Jessica and best friend Raj on a trip to the cottage. The weekend takes a horrific turn when an impaired Brian drives into town with Jessica. The fictional story is then followed by the real-life stories of four people who were killed in impaired driving crashes.

"MADD Canada and the NSLC want to reach out to students and provide them with the information they need to keep themselves and their peers safe from impaired driving," Ms. Dubyk said. "We want them to truly understand that impaired driving is just never worth the risk."

Impaired driving takes a huge toll on Canadian youth:

  • Nearly 50 per cent of all road crash deaths involving 15 to 24 year olds are alcohol-related.
  • In 2009, approximately 350 young people were killed and 41,000 were injured in impairment-related crashes.
  • Also in 2009, 16-25 year olds constituted just 13.7 per cent of the population, but accounted for nearly 31.1 per cent of all alcohol-related crash deaths.

"This is a program that can make a real impact on the safety of Nova Scotians," said Bret Mitchell, President & CEO, NSLC. "It's a powerful message that people need to hear. With MADD Canada, we're delivering that message to a whole new generation of Nova Scotians, keeping us all safe this summer."

The School Assembly Program has been a cornerstone of MADD Canada's youth services since 1994. In Nova Scotia, this year's presentation has been shown in almost 70 schools and will reach more than 50,000 students. In total, more than one million students will see Long Weekend, and the French language program called Dommages, across Canada during the 2012-2013 school year.

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 the NSLC

The Nova Scotia Liquor Corporation, the largest single banner retail business in Nova Scotia, generates more than half a billion dollars of revenue a year and returns more than $200 million profit annually to the province. It employs more than 1,500 Nova Scotians, offering over 6,000 products from around the globe through 160 retail outlets, and 2,100 licensees. The NSLC is driven to be a sustainable and community focused organization helping to make Nova Scotia an even better place to live. For more information, visit

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