MADD Canada

November 03, 2015 11:30 ET

MADD Canada and NLC Deliver Powerful Sober Driving Message to Newfoundland and Labrador Students

OAKVILLE, ON--(Marketwired - November 03, 2015) - MADD Canada and Newfoundland Labrador Liquor Corporation (NLC) are teaming up once again to educate young people about the very real risks and consequences of impaired driving.

MADD Canada's newest School Assembly Program, titled 24 Hours, is touring 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.

24 Hours follows 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.

Educating young people about the dangers of impaired driving is vital. 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.

"Impaired driving takes a disproportionate toll on young people," said MADD Canada National President Angeliki Souranis. "With the support of NLC, we are educating students about the risks and giving them the knowledge and tools to protect themselves."

NLC is sponsoring 30 presentations of 24 Hours over the current school year. The corporation's support of MADD Canada does not end there. NLC currently hosts 17 charity ATMs in its stores and carries the MADD Virgin Drink line of products. A portion of the service fee and sales proceeds, respectively, come to MADD Canada.

"NLC is pleased to join MADD Canada again this year in the delivery of the School Assembly Program," said NLC Senior Vice President and Chief Financial Officer Sharon Sparkes. "This program provides students with information and the motivation to make responsible choices, and helps them understand that they each have the power to prevent 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:

Contact Information

  • For more information, please contact:

    Susan MacAskill
    MADD Canada Chapter Services Manager - Atlantic Region

    Darrell Smith
    Manager of Marketing and Communications
    NLC: 709-724-1165