MADD Canada

MADD Canada

May 11, 2011 06:30 ET

MADD Canada Shows Students How Impaired Driving "Shatters" Lives

The Newfoundland Labrador Liquor Corporation teams with MADD Canada to bring anti-impaired driving message to students.

OAKVILLE, ONTARIO--(Marketwire - May 11, 2011) - The harsh and emotional realities of impaired driving are being driven home to students as Shattered, MADD Canada's 2010-2011 School Assembly Program, visits schools throughout the province.

"The end of the school year is approaching and students are looking forward to the graduation and end-of-term parties," said Andrew Murie, Chief Executive Officer of MADD Canada. "It's a particularly important time of year to remind young people about the terrible dangers of impaired driving and the importance of always making safe driving decisions."

Shattered is being shown to students at Bishops College in St. John's today. It is one of 25 presentations provided by Provincial Sponsor Newfoundland Labrador Liquor Corporation (NLC) at schools throughout the province. Students will see a fictional account of several high school students and their families enjoying a typical Saturday night. As their stories unfold, it becomes evident that the actions and choices of some will have life-altering consequences. The dramatization is blended with emotional and moving testimonials from several real-life victims of impaired driving.

The curriculum guide which accompanies the program presents students with information about alcohol, drugs and driving, the legal and social ramifications of impaired driving, binge drinking, impairments caused by cannabis (alone and in combination with alcohol) and the dangers of accepting rides from alcohol or drug impaired drivers.

"Newfoundland Labrador Liquor Corporation is proud to team with MADD Canada to deliver this important program which shows young people that driving while impaired can change their lives forever," said David Frew, NLC Vice-President – Human Resources. "Shattered gives students the information and motivation they need to make safe and sober driving choices."

Reaching out to students and youth is crucial to MADD Canada's mission to stop impaired driving because those age groups are at such increased risk for impaired driving crashes.

  • Motor vehicle crashes are the leading cause of death among 15 to 25 year olds, and alcohol is a factor in 45% of those crashes.

  • 16-25 year olds constituted 13.2% of the Canadian population in 2006 but they accounted for 33.4% of all alcohol-related crash deaths.

"The support from Newfoundland Labrador Liquor Corporation is crucial because it enables us to go into more schools across the province and speak with more students," Mr. Murie said. "Ultimately, we hope to make students see the very real dangers and risks of impaired driving and help them make the right decisions that will keep them and their peers safe."

Educating youth about the serious consequences of impaired driving is critical to MADD Canada's mission to stop impaired driving. School programs have been a component of MADD Canada's youth services since 1994. Shattered, and the French version titled En Éclats, will be delivered to 1 million students across Canada during the 2010-2011 school year.

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.

About Newfoundland Labrador Liquor Corporation

Over the years, the people of Newfoundland and Labrador have relied on the liquor authority of the day to ensure that alcoholic beverages are sold in a responsible manner. When the Newfoundland Labrador Liquor Corporation was established in 1973, this responsibility was taken very seriously and has since been expanded to include many diverse activities and programs. NLC has been a long time partner of MADD Canada's Project Red Ribbon and is the 2010-2011 Provincial Sponsor of MADD Canada's School Assembly Program, Shattered.

To preview Shattered, MADD Canada's 2010-2011 School Assembly Program, visit www.madd.ca. For information on other Shattered presentations throughout the province, please contact Deb Kelly at 1-800-665-6233, ext. 240.

Contact Information

  • MADD Canada
    Andrew Murie
    Chief Executive Officer
    1-800-665-6233, ext. 224 or
    416-720-7642

    MADD Canada
    Deb Kelly
    Communications Manager
    1-800-665-6233 ext. 240