MADD Canada

MADD Canada

November 15, 2010 07:31 ET

NB Videos Explore Personal Losses Caused by Impaired Driving

Powerful new public service announcements and videos from MADD Canada and NB Liquor feature two New Brunswick residents whose loved ones were killed in impaired driving crashes.

Attention: News Editor, Transportation Editor OAKVILLE/ONTARIO/MEDIA RELEASE--(Marketwire - Nov. 15, 2010) - New public service announcements (PSAs) and videos being unveiled by MADD Canada and NB Liquor today take viewers beyond the numbers and statistics to see the real life impact of impaired driving on two New Brunswick residents.

In the English PSA and video, 16-year-old Kali O'Dell describes the heartbreaking loss of her parents in an impaired driving crash. Kali and her brother were also severely injured in the 2006 crash.

"The engine had lodged itself into their legs," Kali remembers. "I remember leaning forward and I knew I couldn't save Mom. Dad was gone. I could tell already. So I kissed their cheeks and told them I loved them. That was the last time I kissed my mother."

In the French PSA and video, Liette Savoie talks about losing her only child in an impaired driving crash in 2007. Seventeen-year-old Francesca was on her way home from work when she was hit by an impaired driver. She died in the hospital, in her mother's arms.

The videos end with appeals from Kali and Liette to anyone who is considering taking the risk of driving impaired. "New Brunswick. Remember my family. Don't drink and drive."

"When we talk about the numbers and statistics for impaired driving, we can sometimes lose sight of the fact that those numbers represent real people and real families," said MADD Canada National President Denise Dubyk. "These videos go beyond the numbers. They reach out to viewers on a very personal level and show them the impact that impaired driving has on one person and one family."

The videos are available in 30 second PSA formats for broadcast and a more in-depth 3-minute video. They were produced with sponsorship from NB Liquor.

"NB Liquor is proud to help bring these powerful and moving stories to New Brunswickers," said NB Liquor President Daniel Allain. "These personal stories will touch the hearts and minds of so many people. The next time someone thinks of getting behind the wheel impaired, they'll remember Kali and Liette and they will put the keys away in favour of a safe and sober way home."

Ms. Dubyk thanked NB Liquor for its support in bringing these powerful stories to New Brunswick residents. "We would not be able to produce this powerful product or reach this wide an audience without the support of NB Liquor. We are grateful for their partnership on this important effort to raise awareness about the dangers of impaired driving."

To view the PSAs and full length video, visit www.madd.ca or www.anbl.com.

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 and was recently named one of Canada's Top 100 Employers.
/For further information: Denise Dubyk, MADD Canada National President, 403-970-8733
Nora Lacey, NB Liquor, 506-452-6453
/ IN: JUSTICE, SOCIAL, TRANSPORT

Contact Information

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