MADD Canada

MADD Canada

November 05, 2013 10:30 ET

Stand Up for Sober Driving This Holiday Season-Wear MADD Canada's Red Ribbon

MADD Canada and Allstate Canada welcome partners and supporters to the launch of the 26th annual Project Red Ribbon campaign to promote sober driving this holiday season.

TORONTO, ONTARIO--(Marketwired - Nov. 5, 2013) - With the busy holiday season just weeks away, MADD Canada and Allstate Insurance Company of Canada are asking all Canadians to show their commitment to sober driving by joining Project Red Ribbon.

For 26 years, MADD Canada's red ribbon has been a symbol of safe and sober driving, and a tribute to those who have been killed or injured in impaired driving crashes. The annual awareness campaign runs from now until January 6. MADD Canada Chapters and Community Leaders will be out in their communities across the country handing out red ribbons and educational material to remind Canadians that they have the power to prevent impaired driving.

"Impaired driving is not an accident, it is a decision someone makes," said MADD Canada National President Angeliki Souranis. "With every red ribbon tied to a car, purse, backpack or key chain, that is one more person who is standing up and making a commitment to never drive impaired."

The national Project Red Ribbon campaign was launched today by MADD Canada and the MADD Toronto Chapter at Toronto Police Headquarters with the gracious cooperation and support of Toronto Police Services. Special guests included: The Honourable Glen Murray, Minister of Transportation for Ontario; Toronto Police Chief William Blair; Ontario Provincial Police Chief Superintendent Don Bell; Toronto Fire Chief Jim Sales; and Toronto Emergency Medical Services Deputy Chief Cindy Nicholson.

"In partnership with elected officials, police, fire departments, emergency responders and community groups, we hope to share this sober driving message with Canadians all across the country and do everything we can to keep our roads, our communities and our families safe from impaired driving this holiday season," Ms. Souranis said.

MADD Canada and Allstate Canada are encouraging all Canadians to do their part to stop impaired driving this holiday season:

  • Don't drive impaired
  • Don't ride with an impaired driver
  • Call 911 if you see a driver you suspect is impaired.

Each year, between 1,250 and 1,500 people are killed and more than 63,000 injured in impairment-related crashes.

"There is always a safer option," said Allstate Canada President and Chief Executive Officer John O'Donnell. "We urge those attending holiday gatherings and parties - as well as those hosting them - to plan ahead and ensure options are in place so that no one takes the risk of driving impaired. We should all keep safety top of mind this holiday season."

This year's Project Red Ribbon launch features two unique highlights. First was the premiere screening of MADD Canada's newest television public service announcement, "Full Circle". As the busy holiday season gets underway, this simple yet powerful 30-second PSA will remind people about how quickly, and how permanently, lives can change when someone makes the awful decision to drive impaired. The second highlight is the lighting of Toronto's CN Tower in the signature red of MADD Canada's red ribbon. On the evening of November 5, one of the country's most recognizable landmarks will be lit in red to mark the launch of the 26th annual Project Red Ribbon campaign.

Working together with Allstate Canada, and other sponsors including RTL Westcan, Irving Oil, #TAXI and BMO Financial Group, MADD Canada, its volunteers and supporters will distribute millions of red ribbons in November and December. The red ribbons are also available through the MADD Canada web site, Chapters and Community Leaders and Allstate offices across the country, as well as from select coin box partners that can be found on the MADD Canada web site. For a full list of coin box partners, please visit: http://www.madd.ca/madd2/en/services/awareness_campaigns_red_ribbon_sponsors.html

Those who wish to support Project Red Ribbon financially can donate through MADD Canada's web site. A text donation option is also available for cell phone users; simply text "MADD" to 45678 to donate $5. The one-time donation is added to the user's cell phone bill.

The text donation option is also being promoted by Project Red Ribbon Corporate Sponsor #TAXI. When people call #TAXI (#8294) on their cell phones, they are automatically connected with the first available cab in their area. For Project Red Ribbon season, people calling in to #TAXI will also be asked whether they want to make a text donation to MADD Canada, using the same process as described above.

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 Allstate Insurance Company of Canada

Allstate Insurance Company of Canada is one of the country's leading producers and distributors of home and auto insurance products, serving Canadians since 1953. The company strives to keep its customers in "Good Hands®" as well as its employees, and has recently been listed on the Best Employers in Canada, Best Employers in the GTA, and Best Employers in Quebec lists. Allstate Canada is committed to making a positive difference in the communities in which it operates and has partnered with organizations such as Mothers Against Drunk Driving (MADD Canada), United Way and Junior Achievement. To learn more about Allstate Canada, visit www.allstate.ca.

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