SOURCE: MADD Canada

MADD Canada

November 04, 2015 13:00 ET

MADD Canada Kicks Off 2015 Project Red Ribbon to Promote Sober Driving This Holiday Season

MADD Canada Is Asking People to Get a Red Ribbon and Then 'Tie it, Wear it, Show it, Share it and Live it' as Their Commitment to Sober Driving

CALGARY, AB--(Marketwired - November 04, 2015) - MADD Canada volunteers will be out in force over the coming weeks to distribute millions of red ribbons to Canadians as a reminder to drive sober during the upcoming holiday season.

MADD Canada's 28th annual Project Red Ribbon campaign runs from November 1 to January 4. With plenty of parties and celebrations taking place over the holiday season, and with many people travelling to see family and friends, the risk of impaired driving is high. The red ribbon is a symbol of the wearers' commitment to sober driving, and a tribute to the thousands of Canadians who are killed and injured in impairment-related crashes each year.

"We're asking Canadians to join in and show their commitment to sober driving. Get a red ribbon, then tie it, wear it, show it, share it, and live it," said MADD Canada National President Angeliki Souranis, who lost her son, Craig, in an impairment-related crash in 2008. "Let's keep sharing the message and promoting the need for everyone to plan ahead for a sober ride home if they're going to be drinking."

Together with Title Sponsor, Allstate Insurance Company of Canada, other sponsors and many road safety and police partners around the country, MADD Canada is urging Canadians to make this holiday season free from impaired driving crashes.

  • 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.

MADD Canada officially kicked of Project Red Ribbon season today in Calgary, with representatives from the Calgary Police, Calgary Fire, Alberta Health Services, Emergency Medical Services, the RCMP and Allstate Insurance Company of Canada. The launch featured a Choose Your Ride display which encourages people to consider what vehicle they want to ride in: a taxi, a police car, an ambulance or a hearse.

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 madd.ca. 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.

This year's Project Red Ribbon campaign features two unique highlights. First, is the debut of MADD Canada's new public service announcement specifically geared towards Project Red Ribbon and the holiday season. It will begin airing on television in November and December. Second, is the very public show of support from three of Canada's best known landmarks. On the evening of November 4, Calgary Tower, the CN Tower and Niagara Falls will be lit red in support of Project Red Ribbon and the promotion of sober driving throughout the holiday season.

Returning as Title Sponsor of Project Red Ribbon for the 2015 campaign is Allstate Insurance Company of Canada. Allstate Canada's generous support of Project Red Ribbon dates back 28 years, to the very first campaign.

"Project Red Ribbon is very special to everyone here," said Allstate Canada President and Chief Executive Officer John O'Donnell. "Every year, our agents and staff look forward to working with MADD Canada volunteers in an effort to spread this very important message. We are proud to be part of this program that helps make our roads safer, during the holiday season and all year long."

Whether you need a safe ride home from a party or bar this holiday season, or if you're hosting a party and need to arrange transportation for your guests, MADD Canada sponsor #TAXI offers a fast and easy option. Dial #TAXI (# 8-2-9-4) on any cell phone to connect to the first available taxi company or your taxi company of choice. For more information, visit http://www.poundtaxi.com/.

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.

MADD Canada thanks its national 2015 Project Red Ribbon sponsors for their generous support: Allstate Insurance Company of Canada, Irving Oil, #TAXI, BMO Financial Group, McLeod Safety and RTL Westcan Group of Companies.

Contact Information

  • For more information, please contact:
    Angeliki Souranis
    National President
    MADD Canada
    514-515-6233
    asouranis@madd.ca

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