MADD Canada

MADD Canada

September 15, 2011 11:00 ET

Ontario students see Damages caused by impaired driving in MADD Canada's new School Assembly Program

TORONTO, ONTARIO--(Marketwire - Sept. 15, 2011) - The main characters may be fictional, but the Damages caused by impaired driving are very real, as Ontario students will see during MADD Canada's 2011-2012 School Assembly Program.

MADD Canada and provincial partner, the Liquor Control Board of Ontario (LCBO), hosted the provincial launch of Damages today with a presentation for students at St. Joseph's College School in Toronto. This year's program takes students beyond the crash to see the human impact and legal consequences of impaired driving.

In this 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.

"Jesse's story starts off with a situation and a choice that most young people will face at one time or another," said Denise Dubyk, MADD Canada's National President. "With Damages and the accompanying curriculum guide, we want to educate students so they don't end up like Jesse and his friends. We're giving students the facts and tools they need to make safe choices that help protect them and their peers. This year, LCBO's support will enable us to deliver this program to 600 Ontario schools free of charge."

"As a socially responsible retailer, LCBO is a long-standing supporter of MADD Canada's mission to help prevent drinking and driving," said Bob Peter, LCBO President & Chief Executive Officer. "Thanks to the generosity of our customers and employees, the funds raised last December will result in more than half a million Ontario students viewing this film and learning how to make responsible choices and help stop impaired driving among their peers."

LCBO and MADD Canada have partnered on various initiatives for more than 15 years. LCBO is lead provincial partner of the School Assembly Program and Project Red Ribbon and has also worked with MADD Canada on a variety of high-profile awareness and advertising campaigns to help prevent drinking and driving.

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 www.madd.ca.

Contact Information

  • Media Contacts:
    MADD Canada
    Denise Dubyk
    National President
    403-970-8733
    ddubyk@madd.ca

    Karen Mortfield
    LCBO Senior Communications Consultant
    416-864-6875
    Cell: 647-339-5428
    karen.mortfield@lcbo.com

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