MADD Canada

May 24, 2016 10:00 ET

MADD Canada and Manitoba Public Insurance Deliver Strong Sober Driving Message to Manitoba Students Before Graduation Season

OAKVILLE, ON--(Marketwired - May 24, 2016) - MADD Canada and long-time Provincial Sponsor, Manitoba Public Insurance (MPI), are once again teaming up to educate young people about the risks of impaired driving with a powerful new school program.

24 Hours, MADD Canada's latest School Assembly Program, is being delivered to Manitoba schools now. The dynamic program is shown on a giant screen and features both a fictional storyline and powerful testimonials from real-life victims of impaired driving. MADD Canada and MPI are hosting a special screening of the program today for students and staff at Elmwood High School.

"Road crashes are the number one cause of death among young people in Canada and more than 50 per cent of these deaths are alcohol and/or drug-related," said MADD Canada National President Angeliki Souranis. "Impaired driving takes a disproportionate toll on young people. Together with Manitoba Public Insurance, we are educating students about the risks, and empowering them to protect themselves and their peers. It is an especially crucial message right now, with prom and graduation season nearly here."

24 Hours shows Michelle, Lainey and Nate as they attend a bush party dubbed "The End of the World". Getting into the spirit of the theme, the friends discuss what they would do if the end of the world really was coming and they only had 24 hours to live. As designated driver on the night of the party, Nate agrees he won't drink any alcohol. But Lainey later catches him smoking pot. Now, with no designated driver, the friends end up in a vehicle with a person they trust to be sober. They could never imagine how significant that earlier conversation about their last day would become.

MPI is sponsoring 109 presentations of 24 Hours around the province this school year, including 24 in rural Manitoba.

"Reaching young drivers though education and awareness are key components in reducing impaired-driving crashes," said Ward Keith, Vice President, Business Development & Communications and Chief Product Officer, Manitoba Public Insurance. "Several thousand impressible young people will see this presentation. It's powerful, dramatic and our expectation is that it will initiate conversation among young people about the risks and consequences of impaired driving."

Evidence shows that MADD Canada's strategies to reach young people are working. A 2013-2014 survey by Environics Research Group among students who had seen that year's School Assembly Program, titled Smashed, showed:

  • 81 per cent of students said it is not okay to drink any amount and drive. In the follow-up survey three months later, 82 per cent expressed the same feeling.
  • The great majority of students said they were not at all likely to accept a ride from someone who had consumed alcohol (80 per cent) or had used marijuana (87 per cent). In the follow-up survey three months later, the rate for alcohol remained the same while the rate for marijuana actually rose to 94 per cent.
  • Nearly all students who participated in the follow-up survey agreed that there would likely be consequences to drinking and driving, including getting into a crash (95 per cent), being injured or killed (94 per cent), and that the police would find out (94 per cent).

For more information, or to check out a clip from 24 Hours, please visit:

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/survivors, heighten awareness of the dangers of impaired driving and save lives and prevent injuries on our roads. For more information, visit

Contact Information

  • For more information, please contact:
    Angeliki Souranis
    MADD Canada National President

    MPI Media Relations Unit

    Radean Carter
    Public Relations Services
    Winnipeg School Division
    204-789-0412 or 204-771-5352 (mobile)