MADD Canada

MADD Canada

October 13, 2010 11:31 ET

NB Students See the "Shattered" Lives Caused by Impaired Driving

MADD Canada and Alcool NB Liquor team up to bring 2010 School Multi-Media Assembly Program to 56 schools across the province.

Attention: Education Editor, News Editor OAKVILLE/ONTARIO/MEDIA RELEASE--(Marketwire - Oct. 13, 2010) - The harsh and emotional realities of impaired driving will be driven home to students across the province this fall as MADD Canada brings its 2010 School Multi-Media Assembly Program, Shattered, to New Brunswick schools.

Thanks to sponsorship from Alcool NB Liquor, Shattered will be delivered, free of charge, to more than 50,000 students in grades 7-12. The Shattered tour begins this week with presentations to schools in Kedgwick, Saint-Quentin, Grand Falls, Plaster Rock, Blackville and Bouctouche. Nation-wide, the program will be delivered to 1 million students during the 2010-2011 school year.

"Reaching out to students and youth is crucial to our mission to stop impaired driving because those age groups are at such increased risk for impaired driving crashes," said MADD Canada President Denise Dubyk. "The statistics are frightening."

- Young people have the highest rates of traffic death and injury per capita among all age groups and the highest death rate per kilometre driven among all drivers under 75 years of age.
- Sixteen to 19 year olds are more than 15 times more likely to die per kilometre driven than their parents.
- 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.

Shattered features 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.

"Shattered presents the hard facts and consequences of impaired driving, and shows students why it is so important to always make safe choices," Mrs. Dubyk said.

As a provincial sponsor of the program, Alcool NB Liquor helps to ensure the program is seen by as many New Brunswick students as possible. The corporation has made a commitment to directly sponsor the show at 56 schools throughout the province in each of the next two years.

"Alcool NB Liquor is committed to educating youth about the dangers of impaired driving," said Richard Smith, Acting President and Chief Executive Officer. "We are pleased to work with MADD Canada to deliver this message to youth and to promote safe and sober driving habits."

Alcool NB Liquor is a long-standing partner of MADD Canada, having supported Project Red Ribbon for many years and helping to launch Campaign 911 in New Brunswick. The corporation was also instrumental in bringing MADD Canada's first-ever French School Multi-Media Assembly Program to New Brunswick in 2009.

"With the support of Alcool NB Liquor, we are able to go into schools across the province to bring our message directly to students," said Mrs. Dubyk. "Ultimately, we hope to make students see the very real dangers and risks of impaired driving and make the right decisions that will keep them and their peers safe."

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 Alcool NB Liquor
Alcool NB Liquor is a Crown Corporation of the Province of New Brunswick with annual sales of $394.8 million and with a network of 47 retail stores, 72 licensed agency partners, 395 permanent employees and 1983 regular listed products. While responsibly hosting New Brunswick's beverage alcohol experience, Alcool NB Liquor's vision is to be recognized as a high performance retailer, engaging employees in service excellence.
/For further information: Denise Dubyk, MADD Canada National President, 403-970-8733.
Nora Lacey, Alcool NB Liquor, 506-292-2647

To preview Shattered, MADD Canada’s 2010-2011 School Multi-Media Assembly Program, visit

Contact Information

  • Denise Dubyk, National President, MADD Canada
    Primary Phone: 403-970-8733