MADD Canada

November 16, 2015 10:30 ET

MADD Canada and Irving Oil Launch Project Red Ribbon to Promote Sober Driving in the Atlantic Region this Holiday Season

DARTMOUTH, NS--(Marketwired - November 16, 2015) - With travel and celebrations plentiful over the holiday season, risks caused by impaired drivers are higher than normal. To help make the holidays safer, MADD Canada and Irving Oil are teaming up to promote safe and sober driving through the 2015 Project Red Ribbon campaign.

Between November 1 and January 4, Canadians in the Atlantic Region will be encouraged to don a red ribbon as a symbol of their commitment to sober driving, and as a tribute to the thousands of Canadians who are killed and injured in impairment-related crashes each year. MADD Canada's Atlantic Region Chapters and Community Leaders will be out in their communities handing out red ribbons as a reminder to motorists and the general public of the importance of planning ahead for a sober ride home.

Every year, between 1,250 and 1,500 Canadians die in impairment-related crashes. Every one of these crashes is completely preventable. MADD Canada and Irving Oil are urging Canadians to make this holiday season free of impaired driving crashes and encourage all Canadians to follow these life-saving tips:

  • 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.
  • If you see a driver you suspect is impaired, call 911 to report it to police. The call you make could save a life.

"For 28 years, MADD Canada's red ribbon has been a simple, yet powerful, symbol of the fight against impaired driving," said Susan MacAskill, MADD Canada Chapter Services Manager, Atlantic Region. "We will be out again this year, asking people to tie on a red ribbon and make a commitment to drive safe and sober this holiday season."

"Our red ribbon reminds everyone that they have the power to stop impaired driving," Ms. MacAskill said. "With Irving Oil's help, we will reach many more people with that message this holiday season."

As Official Sponsor of Project Red Ribbon, Irving Oil plays a crucial role in helping to spread the sober driving message. Irving Oil fleet vehicles, which cover between 4 to 5 million miles every year throughout Atlantic Canada and New England, feature the MADD Canada logo and red ribbon decals. Irving Oil, as a sponsor of MADD Canada for the last five years, also trains its drivers to identify and report suspected impaired drivers.

"One of the most important parts of the holidays is spending time with friends and family, and we should do everything we can to keep ourselves, our loved ones and our communities safe," says Johnny Grant, Manager of Sales and Operations for Eastern Canada at Irving Oil. "Tying one of MADD Canada's red ribbons is a small gesture that can lead to meaningful, lifesaving decisions when it comes to impaired driving and we're proud to display the red ribbon throughout our entire fleet."

Red ribbons are available through the MADD Canada web site, Chapters and Community Leaders and select coin box partners that can be found on the MADD Canada web site. For a full list of coin box partners, please visit: Watch for the red ribbon on social media as well, as MADD Canada encourages volunteers, members, supporters and the general public to share photos of their red ribbons with online friends and followers using #projectredribbon.

MADD Canada and Irving Oil hosted the Atlantic Region launch of Project Red Ribbon today at RCMP Headquarters in Halifax. The event welcomed several special guests, including: Halifax Deputy Mayor Matt Whitman, Halifax Regional Police Chief Jean-Michel Blais, RCMP Assistant Commissioner Brian Brennan, and other Project Red Ribbon sponsors, Allstate Insurance Company of Canada and McLeod Safety.

"Having a driver's license is a privilege and driving while impaired is a choice," said Assistant Commission Brian Brennan, Nova Scotia RCMP Commanding Officer. "Making the choice to drive while impaired is a serious threat to road safety across Atlantic Canada. The RCMP is extremely proud to work with MADD Canada to educate and empower Atlantic Canadians to make the right choice by driving sober."

Those who wish to support Project Red Ribbon financially can donate through MADD Canada's web site. A text donation option is also available for cell phone users; simply text "MADD" to 45678 to donate $5. The one-time donation is added to the user's cell phone bill.

The 2015 Project Red Ribbon campaign is being sponsored by: Allstate Insurance Company of Canada, Irving Oil, McLeod Safety, RTL-Westcan Group of Companies, BMO and #TAXI.

The Atlantic Region Project Red Ribbon launch also offered an opportunity to celebrate the 20th anniversary of the launch host Chapter, MADD Halifax Regional.

"MADD Halifax Regional is very proud to reach this milestone," said Anissa Aldridge, who is a long-time Halifax Regional volunteer and former Chapter President, and currently the Atlantic Region Director on MADD Canada's National Board of Directors. "We are incredibly fortunate to have many wonderful volunteers, past and present, who have worked hard to share the sober driving message and support victims of impaired driving. We offer our heartfelt thanks to our outstanding police partners, our generous sponsors and donors and, most especially, the people of Halifax who have supported our efforts and shared our message for 20 years."

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 Irving Oil
Irving Oil is a privately owned regional energy and marketing company that provides Eastern Canada and New England with high-quality products and customer service. Founded in 1924 and based in Saint John, NB, Irving Oil maintains a strong tradition of committed community service and partnerships through programs in healthcare, the environment, education and youth sports. For more information about Irving Oil and its community programs, please visit us at or follow us on Facebook at

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