MADD Canada

MADD Canada

October 07, 2014 12:00 ET

MADD Canada Film Shows Students the Aftermath of Impaired Driving

Special screening for Calgary students highlights MADD Canada's newest educational film.

OAKVILLE, ONTARIO--(Marketwired - Oct. 7, 2014) - An impaired driving crash lasts just seconds but the effects stay with victims, families, friends and communities forever. Canadian students will get the opportunity to see the lasting impact of impaired driving as MADD Canada delivers Aftermath, its 2014-2015 School Assembly Program, to schools around the country.

"We know that motor vehicle crashes are the single biggest cause of death among youth aged 16 to 25 year olds. And we know that more than half of those crash deaths involve alcohol and/or drugs," said MADD Canada Chief Executive Officer Andrew Murie. "MADD Canada and our generous sponsors are committed to educating young people about these dangers, and providing them with the tools they need to avoid and prevent impaired driving."

MADD Canada and its National Sponsors, Allstate Insurance Company of Canada and RTL Westcan Group of Companies, hosted a special screening of Aftermath today for students and staff at Robert Thirsk High School in Calgary, Alberta. The program features the fictional story of Charlie, as told by his younger brother Mark. When Charlie decides to drive after drinking and smoking pot - and convinces his best friend Elliott to go with him - the resulting crash leaves a devastating aftermath. Struggling to deal with his feelings, Mark makes a video for Charlie about that terrible decision to drive impaired. The story is followed by emotional and moving interviews with family members of real-life victims of impaired driving.

"Allstate Canada is proud to continue its support for MADD Canada and the School Assembly Program," said Allstate Insurance Company of Canada President and Chief Executive Officer John O'Donnell. "By starting this dialogue with young people now, we can educate them about road safety and encourage them to make smart and responsible decisions that will help keep them and their friends safe from the devastating effects caused by impaired driving."

Through fictional and real-life stories, and subsequent in-class discussions based on an Educators' Guide, students hear important messages on: the dangers of mixing alcohol and/or marijuana with driving; the dangers of binge drinking; the importance of planning ahead; the consequences of one wrong decision; and student empowerment.

"As a transportation company, safety is RTL-Westcan's number one priority in everything we do," said Grant Mitchell, President and Chief Executive Officer of RLT-Westcan Group of Companies. "It is a natural fit for us to support MADD Canada in its efforts to increase awareness, reduce impaired driving and encourage young people to develop safe driving habits."

Thanks to the national sponsors such as Allstate Canada and RLT-Westcan, our Official Automotive Partner Kia Canada, and a number of provincial and community sponsors, MADD Canada will deliver approximately 2,350 presentations of Aftermath to schools across Canada this year.

In fact, MADD Canada plans to double the number of elementary and middle schools receiving the program this year. Educating Grade 7 and 8 students is an increasingly important focus, as the earlier they hear and understand the sober driving message, the better ingrained that message will be when they reach the legal driving age.

Surveys of students indicate the message is being heard. Viewers who saw the 2012-2013 School Assembly Program are more likely to say that it is not okay to drink any amount before driving, that marijuana use will make someone drive a lot worse and that those who drive while impaired will face serious consequences. In a follow-up survey three months after the presentation, the anti-impaired driving attitudes expressed by students was at the same or higher levels than they were immediately following the presentation.

For more information, or to check out the Aftermath trailer, visit: http://www.madd.ca/madd2/en/services/youth_services_school_aftermath.html

Note to Assignment Editors: For information on when Aftermath is visiting your area, please contact Deb Kelly, MADD Canada Communications Manager at 1-800-665-6233, ext. 240, or dkelly@madd.ca.

Contact Information

  • Andrew Murie
    MADD Canada Chief Executive Officer
    416-720-7642
    amurie@madd.ca

    Kevin Wilson
    Senior Communications Specialist
    Allstate Insurance Company of Canada
    905-475-4536
    kwilson@allstate.ca

    Zoe LeParque
    Communications Associate
    RTL-Westcan Group of Companies
    780-472-6633
    zleparque@westcanbulk.ca