MADD Canada

MADD Canada

September 06, 2011 10:15 ET

Students See the "Damages" Caused by Impaired Driving in MADD Canada's Latest School Program

CALGARY, ALBERTA--(Marketwire - Sept. 6, 2011) - MADD Canada wants to get young people thinking about the human impact and legal consequences of impaired driving with "Damages", its 2011-2012 School Assembly Program.

MADD Canada and Title Sponsor Allstate Insurance Company of Canada kick off a cross-country tour of Damages today with a premiere at Forest Lawn High School in Calgary, Alberta. Damages and the French show, Dommages, will be seen by more than 1 million students across the country over the course of this school year.

In the dramatic mini-movie, students follow Jesse from his terrible decision to drive impaired through the resulting horrific crash and into the criminal justice system where he must face 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.

"The characters are fictional but the scenarios are all too real," said MADD Canada National President Denise Dubyk.

Drivers between the ages of 16 and 25 are significantly over-represented in alcohol-related crash deaths. In 2006, that age group accounted for 13.2% of the population but they made up 33.4% of the total alcohol-related crash deaths. The combination of drugs and driving is also a major concern; Canadian youth between the ages of 14 and 25 have one of the highest rates of cannabis use in the world.

"With our school program, we want to get students thinking about safe choices and how to protect themselves," Ms. Dubyk said. "We want to reinforce the messages about never driving impaired, or accepting a ride from someone who is impaired. We want them to understand that it is never worth the risk."

Following the fictional story, students see video testimonials from Kelly Brook, Kali O'Dell, Christie Sandy and Noel Ward, all of whom have lost loved ones in impaired driving crashes.

"Programs such as Damages are extremely helpful in getting young people to understand that they have the power to prevent impaired driving. They can save themselves and others from going through the heartbreak faced by victims such as Kelly, Kali, Christie and Noel," said John O'Donnell, President and Chief Executive Officer of Allstate Insurance Company of Canada. "Allstate Canada is proud to support this effort to educate youth and encourage them to develop safe and sober driving habits that will carry over into adulthood."

Allstate Canada has been a partner of MADD Canada for more than 20 years, joining in programs and initiatives such as the School Assembly Program, Project Red Ribbon, Campaign 911 and numerous publications and awareness materials.

"Allstate Canada's commitment to reducing impaired driving is evident in its long-term support of MADD Canada," Ms. Dubyk said. "On behalf of our volunteers and members, I thank them for their dedication and generosity."

The School Assembly Program has been a cornerstone of MADD Canada's youth services since 1994. By presenting students with solid information and best practices to help them understand the issue of alcohol and/or drug impaired driving, MADD Canada hopes to enlist all young people in the effort to end impaired driving.

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 Canada's leading producers and distributors of home and auto insurance products. "The Good Hands Network®" enables consumers to contact Allstate Canada through one of 93 community-based Agencies, directly online at and through the Customer Contact Centre at 1-800-Allstate. 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), Crime Stoppers, United Way and Junior Achievement. In 2010, Allstate Canada, in partnership with the National Hockey League Players' Association (NHLPA), created the Allstate All-Canadians program, a mentorship program designed to guide the next generation of Canada's hockey youth. Learn more at

NOTE: The national premiere of the French production, Dommages, is also taking place today at École orientante l'Impact in Boucherville, Quebec.

Contact Information

  • MADD Canada
    Denise Dubyk
    National President

    Allstate Insurance Company of Canada
    Media Relations

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