MADD Canada

MADD Canada

November 05, 2009 07:01 ET

MADD Canada's red ribbon flies again

Millions of red ribbons will be distributed across Canada to encourage sober driving throughout the holiday season.

Attention: Assignment Editor, City Editor, News Editor, Photo Editor CALGARY/ALBERTA/MEDIA RELEASE--(Marketwire - Nov. 5, 2009) - Today, with special guests speaking against a striking backdrop of emergency response vehicles, MADD Canada launches its 22nd annual Project Red Ribbon campaign.

MADD Canada's red ribbon serves as a symbol of safe and sober driving and as a tribute to those who have been killed or injured in impaired driving crashes. The annual awareness campaign runs from now until January 4, 2010 to promote sober driving throughout the Christmas and New Year holiday season.

"Tying a red ribbon to your vehicle is a commitment to safe and responsible driving," said MADD Canada National President Margaret Miller.

"At this time of year, when holiday parties and social gatherings are so plentiful, impaired driving is a significant concern," Mrs. Miller said. "We all need to do our part to keep our roads safe. Do not drive impaired, do not ride with a driver who is impaired and call 911 if you suspect an impaired driver."

The launch event at the City of Calgary Emergency Medical Services Headquarters features a number of special guests, including: Calgary Deputy Mayor Diane Colley-Urquhart; Doug Griffiths, MLA for Battle River-Wainwright and Parliamentary Assistant to the Solicitor General and Minister of Public Security; and Calgary Police Chief Rick Hanson.

"We are pleased to be joined by so many in government, police enforcement and emergency response, who share our commitment to making our roads safe from impaired driving," said Mrs. Miller.

MADD Canada also recognizes Title Sponsor, Allstate Insurance Company of Canada. Allstate has supported MADD Canada for more than 20 years and plays a vital role in the continued success of Project Red Ribbon.

"The holiday season is a time to relax, enjoy and spend time with loved ones. We've partnered with MADD Canada for over 20 years to deliver the message that sober and responsible driving ensures a safe holiday season for all," said Chris Kiah, President and CEO of Allstate Insurance Company of Canada.

Other sponsors of Project Red Ribbon include National Sponsor, Recochem; Official Sponsor, #TAXI; and Corporate Sponsor, Bank of Montreal.

A highlight of the launch was a Choose Your Ride display, featuring a police car, an ambulance, a hearse and a taxi. The display encourages people to think about which vehicle they wish to ride in.

"The message is simple," Mrs. Miller said. "If you're impaired and you choose to drive yourself instead of calling a cab or finding an alternate way home, you may end up riding in one of the other three vehicles."

As MADD Canada's longest running program, Project Red Ribbon has successfully raised awareness of the dangers of impaired driving and has helped to change dangerous behaviours. Yet, despite awareness programs, impaired driving laws and enforcement measures, some people still drive impaired. Impaired driving crashes continue to be a serious and persistent problem, claiming approximately 1,460 lives per year.

Over the next eight weeks, MADD Canada Chapters and Community leaders across the country will distribute red ribbons, posters and bookmarks in their local communities to spread the message about driving sober this holiday season. The 2009 Project Red Ribbon campaign features Mrs. Miller's son, Bruce, a Nova Scotia Police Officer who was killed in an impaired driving crash in 2004.

Holidays are a difficult time of year for anyone who has lost a loved one to impaired driving. The festivities go on but someone is forever missing from the celebration.

"That is why MADD Canada, its Chapters and Community Leaders are out here each year, handing out red ribbons and raising awareness," Mrs. Miller said. "We do not want anyone else to lose a loved one or face serious injury as a result of impaired driving."

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 Allstate Insurance Company of Canada
Allstate Insurance Company of Canada produces and distributes home and auto insurance products across Canada. The "Good Hands Network" enables consumers to contact Allstate's 93 community-based agencies, directly on-line at and through the Customer Contact Centre at 1-800-ALLSTATE.
/For further information: Visit or contact Margaret Miller, MADD Canada National President at 902-758-5328.
Note to Media outside the Calgary area: For more information about Project Red Ribbon, contact Deb Kelly at MADD Canada at 1-800-665-6233 ext. 240 or contact your local Chapter for details on Project Red Ribbon events in your community.

Contact Information

  • Margaret Miller, National President, MADD Canada
    Primary Phone: 902-758-5328