MADD Canada

MADD Canada

April 14, 2009 07:01 ET

MADD Canada delivers anti-impaired driving message to MB students

Dead on Arrival show sponsored by Manitoba Public Insurance tours high schools to educate youth about the lethal effects of mixing alcohol and/or drugs with driving.

Attention: Assignment Editor, City Editor, Education Editor, News Editor OAKVILLE, ONTARIO, MEDIA RELEASE--(Marketwire - April 14, 2009) - Manitoba high school students will see the tragic and life-changing consequences of impaired driving as MADD Canada's High School Multi-Media Assembly Program, entitled Dead on Arrival, begins touring the province this month.

Dead on Arrival is a bold dramatization of a fatal crash due to impaired driving. With sponsorship from Manitoba Public Insurance, MADD Canada plans to deliver the program to approximately 65,000 students across the province. The program will be launched provincially on April 14th with a showing at R. B. Russell Vocational High School in Winnipeg.

It is crucial that young people hear the message and understand what is at stake when someone drives while impaired, says MADD Canada Chief Executive Officer, Andrew Murie. "Traffic crashes are the number one cause of youth fatalities in this country. One in three people who die on Canada's roads due to alcohol-related crashes are under the age of 25."

"These crashes are 100 per cent preventable. That's what we want young people to take away from our presentation," says Mr. Murie. "They have the power to save lives by making the right choices."

Manitoba Public Insurance has supported the delivery of MADD Canada's High School Multi-Media Assembly Program in Manitoba since 2002. This year Manitoba's public auto insurer is sponsoring 60 shows directly and is helping to present all other shows throughout the province.

"We're committed to keeping Manitoba roads safe, and this program focuses on a group that can do so much to further that cause," says MaryAnn Kempe, Manitoba Public Insurance's Vice-President of Human Resources and Public Affairs.

"Every 10 days, on average, someone in Manitoba is killed or injured in an alcohol-related crash. In addition to the human toll, this problem costs up to $35 million annually," says Ms. Kempe. "We know young people are very capable of making the right decision with education and effective messaging."


Manitoba Public Insurance's increased sponsorship enables MADD Canada to take the program into northern and more remote areas of the province.

"Young people in small or remote towns have different challenges than youth in urban areas because they do not have the same options with public transit or taking a cab," says Mr. Murie. "With the support of Manitoba Public Insurance, we can reach youth in these communities to provide them with the facts and information to make the right choices."

"The message about impaired driving is an important one for all young people to hear and take to heart," says Ms. Kempe. "We're especially pleased to help bring this important program to high school populations that might not otherwise have the opportunity to experience it."


It's Friday night. High school student Alex and his friends are getting ready to go a party. They're drinking alcohol and smoking marijuana. Then they make the tragic decision to get in the car. Moments later, Alex runs a stop sign and crashes into another vehicle. Their lives, and the lives of their loved ones, change forever.

In Dead on Arrival, this fictional account of Alex and his friends is interspersed with the stories of real victims, as told by their families and friends. Combined with music and video clips, the production shows students how one decision to drive impaired, or ride with a driver who is impaired, can have deadly consequences.

The presentation challenges young people to examine their own perceptions and to consider the facts about impaired driving among their peer groups. For example, 16 - 25 year olds represented just 13.7% of the Canadian population in 2003 but they accounted for 32.1% of all the alcohol-related fatalities. Further, young people have the highest reported rates of binge drinking and drug use, and high rates of driving after drinking and drug use or being a passenger of a driver who is impaired.

Educating youth about the very serious consequences of impaired driving is critical to MADD Canada's mission to stop impaired driving. Multi-Media programs have been a component of MADD Canada's youth services since 1994.
Based on exit surveys, the programs are resonating with students. More than 84% of youth surveyed said they were less likely to drink and drive and 79% said they were less likely to ride with a drinking driver.

Dead on Arrival is expected to reach approximately 700,000 high school students this year.

For more information about the High School Multi-Media Assembly Program and how to book a show, visit MADD Canada's website at

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. As the pre-eminent voice for impaired driving victims, MADD Canada includes not only mothers, but fathers, siblings, friends, business professionals, experts in the impaired driving field, concerned citizens and young people who want to make a difference in the fight against impaired driving. If you need help or would like to join our mission, call MADD Canada today at 1-800-665-6233.

About Manitoba Public Insurance
Manitoba Public Insurance is a non-profit provincial Crown corporation that provides automobile insurance coverage and driver and vehicle licensing services.
/For further information: Visit or contact:

Andrew Murie, MADD Canada’s Chief Executive Officer: 1-800-665-6233, ext. 224 (toll free) or 416-720-7642 (Cell phone)

Manitoba Public Insurance Media Relations: 985-7300/1-888-554-9549 (toll free)

Contact Information

  • Andrew Murie, Chief Executive Officer, MADD Canada
    Primary Phone: 905-829-8805 ext. 224
    Toll-Free: 800-665-6233