MADD Canada

MADD Canada

October 31, 2005 08:31 ET

New TV PSA depicts harsh reality for teenagers/20-somethings

MADD Canada on the offensive to halt impaired driving with young Canadians -- New PSA a must see Attention: News Editor OAKVILLE, ONTARIO--(CCNMatthews - Oct. 31, 2005) - Mothers Against Drunk Driving (MADD Canada) has just released another hard hitting anti-impaired driving public service announcement targeted directly at young Canadians.

Entitled 'Girlfriend', the new television spot depicts a frustrating situation for a young wheel-chair bound male, who is forced to reflect on his lost opportunities when noticing his former girlfriend with his best friend [view the PSA spot on].

"'Girlfriend' is made to specifically speak to young males who need to consider the ramifications of being seriously injured in an impaired driving crash," says Andrew Murie, MADD Canada's Chief Executive Officer. "The consequences can be devastating and life-altering and we know that most young males do not reflect on their own vulnerabilities. This PSA is effective in providing just a glimpse of what their everyday nightmare might be like."

"This PSA is yet another of Saatchi and Saatchi's ingenious creations that will likely stick with the average young male for a good long time," says Mr. Murie, "We want young drivers to think twice before drinking or taking drugs and then getting into a vehicle - either as the driver or as a passenger."

Following up on the successful debut of 'Papers' (their TV PSA regarding drugs and driving), MADD Canada is yet again heightening the awareness level with younger generations about the serious consequences of mixing alcohol and/or drugs and driving. The organization has begun to release a series of new PSAs this Fall to complement their youth programs and services. MADD Canada also have produced exciting multi-media assembly shows for both 2005-06 elementary and secondary students, and a new classroom video 'Not Ready to Go.'

MADD Canada reports that the PSA "Girlfriend' is being distributed to television stations across Canada for immediate airing. It will also be highlighted at the national launch of MADD Canada's 2005 Project Red Ribbon campaign.

*** MEDIA NOTE: 'Girlfriends' is officially released as a precursor to the launch of 2005 Project Red Ribbon - MADD Canada's national annual holiday public awareness drive to urge motorists to display a red ribbon and drive sober and safe. The red ribbon national launch event is taking place at 10 o'clock tomorrow morning at Toronto Police Service Headquarters (40 College Street).

For more information on MADD Canada's PSAs, visit

/For further information: View PSA on
2005 Project Red Ribbon Campaign Launch Event Tomorrow/ IN: HEALTH, SOCIAL, TRANSPORT

Contact Information

  • Andrew Murie, Chief Executive Officer
    Primary Phone: 800-665-6233 ext. 224