MADD Canada

MADD Canada

May 16, 2013 12:00 ET

MADD Canada, NB Liquor Spotlight the Tragic Consequences of Impaired Driving for New Brunswick Students Ahead of Prom and Grad Season

QUISPAMSIS, NEW BRUNSWICK--(Marketwired - May 16, 2013) - With proms, grads and end-of-school celebrations just around the corner, MADD Canada and NB Liquor are visiting a New Brunswick high school to deliver a sobering message about the importance of always driving sober.

Students at Kennebecasis Valley High School will see a special screening of Long Weekend, MADD Canada's 2012-2013 School Assembly Program today. The show, delivered by MADD Canada and its sponsor NB Liquor, offers a realistic look at how celebrations and parties can turn tragic in mere seconds if someone makes the decision to drive impaired.

"As students are thinking ahead to their proms and graduations, we want them to think too about keeping themselves and their friends safe," said MADD Canada National President Denise Dubyk. "Long Weekend challenges young people to examine their own beliefs and choices about mixing alcohol and/or drugs with driving, and shows the devastation that results when people make the wrong choices."

Long Weekend follows Brian, his brother Malcolm, girlfriend Jessica and best friend Raj on a trip to the cottage. The friends are drinking, smoking pot and making increasingly risky decisions. The weekend takes a horrific turn when an impaired Brian drives into town with Jessica. The fictional story is then followed by the real-life stories of four people who were killed in impaired driving crashes.

"MADD Canada and NB Liquor have been reaching out to students across the province to show them the presentation and provide them with the information they need to make safe choices about driving after partying," Ms. Dubyk said. "We want them to understand that impaired driving is never worth the risk and that they have the power to stop it."

Impaired driving takes a huge toll on Canadian youth:

  • Nearly 50 per cent of all road crash deaths involving 15 to 25 year olds are alcohol-related.

  • In 2009, approximately 350 young people were killed and 41,000 were injured in impairment-related crashes.

  • Also in 2009, 16-25 year olds constituted just 13.7 per cent of the population, but accounted for nearly 31.1 per cent of all alcohol-related crash deaths.

NB Liquor has sponsored 50 Long Weekend presentations at schools throughout the province this school year.

"NB Liquor is proud to join MADD Canada in this effort to educate students about the dangers of impaired driving, both during prom and grad season, and all year long," said Daniel Allain, President and Chief Executive Officer of NB Liquor. "Through this powerful and emotional presentation, we hope to engage students and encourage them to make the commitment to always drive sober, for themselves, their families, their friends and their community."

The School Assembly Program has been a cornerstone of MADD Canada's youth services since 1994. More than one million students will see Long Weekend, and the French language program called Dommages, across Canada during the 2012-2013 school year.

Contact Information

  • For more information about Long Weekend, please contact:
    MADD Canada
    Denise Dubyk
    National President
    403 970-8733

    Marcelle Saulnier
    Communications Officer
    (506) 452-6486