MADD Canada

MADD Canada

November 09, 2011 08:00 ET

Newfoundland Students See Damages Caused by Impaired Driving in MADD Canada's New School Assembly Program

OAKVILLE, ONTARIO--(Marketwire - Nov. 9, 2011) - Newfoundland students will see the lasting "damages" caused by impaired driving, as Newfoundland Labrador Liquor Corporation (NLC) teams with MADD Canada to deliver its powerful School Assembly Program to Newfoundland schools.

The 2011-2012 program, called Damages, takes students beyond the crash to see the human impact and legal consequences of impaired driving. NLC is sponsoring 25 presentations at schools throughout Newfoundland, including one today at Mount Pearl Senior High.

"Damages depicts situations and choices that most young people will face at one time or another," said Denise Dubyk, MADD Canada's National President. "Thanks to the generosity of sponsors such as NLC, we are able to show students the impact of those choices and give them the facts and information they need to keep themselves and their peers safe from impaired driving."

In the dramatic film, students follow Jesse from his terrible decision to drive impaired through the resulting horrific crash and into the criminal justice system where he faces the consequences of his actions. Jesse's bright future and plans for university are replaced with the possibility of a prison term and a criminal record. Following this fictional story, students see video testimonials from real-life victims who have lost loved ones in impaired driving crashes.

"Social responsibility is one of NLC's most important priorities. We are proud to work with MADD Canada to deliver Damages and its important messages to young people throughout the province," said David Frew, Vice President, NLC Human Resources & Corporate Administration. "The program shows students that, with the right information and right choices, they can prevent impaired driving and save lives."

Young people, more than any other age group, are over-represented in alcohol-related crashes:

  • In 2008, young people between the ages of 16 and 25 made up 13.7 per cent of the population, yet accounted for almost 33 per cent of alcohol-related crash deaths.

  • Young people have high rates of driving after drinking and of being a passenger of a driver who has been drinking or taking drugs.

The School Assembly Program has been a cornerstone of MADD Canada's youth services since 1994. The 2011-2012 School Assembly Program, Damages, and the French show, Dommages, will be seen by more than one million students across Canada over the course of this school year.

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. For more information, visit

About NLC

The Newfoundland Labrador Liquor Corporation (NLC) is a provincial crown corporation responsible for managing the importation, sale and distribution of beverage alcohol within the province., NLC operates 24 corporate run Liquor Stores, services 126 Liquor Express agency stores and distributes to more than 1,700 licensees. NLC has many roles - it is a retailer, manufacturer, exporter and an employer. Through all of these activities, social responsibility is a common thread. Being involved in the communities in which we do business is important to NLC. Through our retail stores, and with the dedication of our employees, NLC participates in various socially responsible initiatives throughout the year from fundraising campaigns to alcohol awareness and education programs. For more information, visit

Contact Information

  • MADD Canada
    Denise Dubyk
    National President

    Heather Elliott
    Corporate Social Responsibility

    To find out when Damages is visiting your area,
    please contact:
    Deb Kelly
    Communications Manager
    1-800-665-6233, ext. 240