MADD Canada

MADD Canada

November 03, 2014 09:00 ET

Media Advisory: MADD Canada, Police Partners and Sponsors Launch Project Red Ribbon to Inspire Sober Driving This Holiday Season

SAINT JOHN, NEW BRUNSWICK--(Marketwired - Nov. 3, 2014) - With an Irving Oil delivery truck decked out in red ribbons as the backdrop, MADD Canada launches its annual holiday awareness program, Project Red Ribbon, at Saint John Police Headquarters in New Brunswick today.

Joining MADD Canada to kick off the annual campaign to promote sober driving over the holiday season are representatives from the Government of New Brunswick and the City of Saint John, the Saint John Police, Kennebecasis Regional Police, the RCMP, and representatives from generous campaign sponsors, Allstate Insurance Company of Canada and Irving Oil.

From November 1, 2014 to January 5, 2015, MADD Canada Chapters and Community Leaders across the country will distribute millions of red ribbons for Canadians to tie on their vehicles, key chains, purses, briefcases and backpacks. Now in its 27th year, Project Red Ribbon targets the Christmas and New Year holiday season because it is the busiest time of year on most social calendars and the risk for impaired driving is high.

The red ribbon is a symbol of the wearers' commitment to sober driving, and a tribute to the thousands of Canadians who are killed and injured in impairment-related crashes each year.

"With every red ribbon that's worn, we are reminding people that the deaths and injuries caused by impaired driving are 100% preventable, and that each and every person has the power to prevent impaired driving," said MADD Canada National President Angeliki Souranis.

Allstate Canada's invaluable role in helping distribute red ribbons goes back 27 years to the first-ever Project Red Ribbon campaign. Since that time, Allstate has been a generous sponsor and partner in nearly all MADD Canada's activities and resources, including Campaign 911, the School Assembly Program, resources for victims, and the production of education and awareness materials. Allstate Canada is the Title Sponsor of the 2014 Project Red Ribbon campaign.

"Allstate Canada is exceedingly proud of our long-standing partnership with MADD Canada, and our involvement in Project Red Ribbon. We look forward to another season of helping MADD Canada spread the message that impaired driving is never okay, under any circumstances, " said Allstate Canada President and Chief Executive Officer John O'Donnell. "It's our goal to help MADD Canada in any way possible so that no one is touched by the tragedy of impaired driving this holiday season."

MADD Canada's red ribbons are available through the MADD Canada web site, Chapters and Community Leaders, Allstate Insurance Company of Canada offices across the country and participating sponsor outlets. For more information, please see the Project Red Ribbon page on the MADD Canada web site at

Irving Oil, the Official Sponsor of Project Red Ribbon, is once again adorning its fleet vehicles with the MADD Canada logo and red ribbon decals. With those vehicles covering between 6 and 8 million kilometers each year throughout Eastern Canada, the sober driving message will be seen by millions of motorists. In its further commitment to enhancing road safety and preventing impaired driving, Irving Oil also trains its drivers to identify and report suspected impaired drivers using MADD Canada's Campaign 911 messaging.

"Irving Oil is once again proud to support MADD Canada's Project Red Ribbon and the message of safe driving," says Johnny Grant, Senior Manager of Sales and Operations for Irving Oil. "Safety is a core value of our company and training our drivers to report an impaired driver, in addition to displaying the red ribbon on our fleet, is part of our commitment to keeping the roads safe in our communities."

The 2014 Project Red Ribbon campaign materials feature Ms. Souranis and son Craig. Craig was killed in an impairment-related crash in 2008.

"My family copes with Craig's loss every single day. With the holidays approaching, we reflect on the past even more," Ms. Souranis said. "Seeing people wear this red ribbon gives me hope that we are motivating people to always drive sober, and helping make sure that other families do not have to suffer through the pain and heartbreak of losing a loved in such a senseless way."

MADD Canada, its police partners and sponsors are urging Canadians to make this holiday season free from impaired driving crashes:

  • Don't drive impaired.
  • Don't ride with an impaired driver.
  • Call 911 if you see a driver you suspect is impaired.

Whether you need a safe ride home from a party or bar this holiday season, or if you're hosting a party and need to arrange transportation for your guests, MADD Canada sponsor #TAXI offers a fast and easy option. Dial #TAXI (# 8-2-9-4) on any cell phone to connect to the first available taxi company or your taxi company of choice. For more information, visit

Anyone who wishes to support Project Red Ribbon with a donation can do so online through the web site, by calling 1-800-665-6233 or by texting "madd" to 45678 (a $5 one-time donation is added to the donor's cell phone bill and payable to his or her service provider.) Supporters can also make donations to MADD Canada through their smartphones, thanks to our new mobile-optimized web site. Visit on an iPhone, Blackberry or android smartphone to check it out.

MADD Canada thanks its national 2014 Project Red Ribbon sponsors for their generous support: Allstate Insurance Company of Canada, RTL-Westcan Group of Companies, Irving Oil, #TAXI, BMO Financial Group and McLeod Safety.

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