MADD Canada

MADD Canada

October 03, 2014 08:30 ET

NL Students Experience the 'Aftermath' of Impaired Driving as MADD Canada and NLC Deliver New School Assembly Program

OAKVILLE, ONTARIO--(Marketwired - Oct. 3, 2014) - Newfoundland and Labrador students are seeing the tragic and lasting aftermath of impaired driving as MADD Canada and Newfoundland Labrador Liquor Corporation (NLC) deliver a powerful educational film to the province's schools.

Aftermath, MADD Canada's 2014-2015 School Assembly Program, is touring the province now. A special screening was held for students and staff at Prince of Wales Collegiate today to highlight the show and its life-saving messages.

The film features the fictional story of Charlie, as told by his younger brother Mark. When Charlie decides to drive after drinking and smoking pot - and convinces his best friend Elliott to go with him - the resulting crash leaves a devastating aftermath. Struggling to deal with his feelings, Mark makes a video for Charlie about that terrible decision to drive impaired. The story is followed by emotional and moving interviews with family members of real-life victims of impaired driving.

"Ultimately, we want students to understand that impaired driving is not just an accident; it is a choice," said MADD Canada National President Angeliki Souranis. "We want them to know they can prevent a tragedy simply by planning ahead and by making the right choice."

Impaired driving takes a disproportionate toll on young people. Motor vehicle crashes are the leading cause of death among 16 to 25 year olds, and alcohol and/or drugs are a factor in more than 50% of those crashes. In 2010, 16-25 year olds constituted 13.6% of the population, but made up almost 33.4% of the impairment-related traffic deaths. MADD Canada's School Assembly Program explores the dangers of impaired driving and shows students how one bad choice can change their lives forever.

"The School Assembly Program is a powerful and effective way to open a dialogue with students about impaired driving, and offer the information and tools they need to protect themselves," said NLC President and CEO Steve Winter. "NLC is proud to partner with MADD Canada in this effort."

A long-time supporter of MADD Canada's mission and programs, NLC currently hosts 15 charity ATMs in its stores and carries the MADD Virgin Drinks line of products. A portion of the service fee and sales proceeds, respectively, come to MADD Canada. As a Provincial Sponsor of the 2014-2015 School Assembly Program, NLC is making it possible for MADD Canada to deliver 30 Aftermath presentations to schools throughout the province, which is an increase of 5 over last year.

"With NLC's generous and continued support, we are reaching more and more young people with this important educational program," said Ms. Souranis.

Surveys of students indicate the message is being heard. Viewers who saw the 2012-2013 School Assembly Program are more likely to say that it is not okay to drink any amount before driving, that marijuana use will make someone drive a lot worse and that those who drive while impaired will face serious consequences. In a follow-up survey three months after the presentation, the anti-impaired driving attitudes expressed by students was at the same or higher levels than they were immediately following the presentation.

For more information, or to check out the Aftermath trailer, visit: http://www.madd.ca/madd2/en/services/youth_services_school_aftermath.html

Note to Assignment Editors: For information on when Aftermath is visiting your area, please contact Deb Kelly, MADD Canada Communications Manager at 1-800-665-6233, ext. 240, or dkelly@madd.ca.

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