MADD Canada

November 04, 2016 10:00 ET

Sudbury Students to See New MADD Canada Educational Program Featuring Local Victim of Impaired Driving

SUDBURY, ON--(Marketwired - November 04, 2016) - Following up the successful launch of its holiday awareness campaign, Project Red Ribbon, in Sudbury on November 1st, MADD Canada will be visiting local schools beginning the week of November 7 to present its latest School Assembly Program to educate youth about the dangers of impaired driving.

The program, titled In the Blink of an Eye, features a fictional story line in which teens are faced with choices and decisions about driving after alcohol and/or drug use, followed by video testimonials about real life victims of impaired driving. One of the personal stories featured in this year's presentation is that of D.J. Hancock, a young man from Sudbury who was killed by an impaired driver in 2014 while on his way home from a hockey try-out. In the testimonial, D.J.'s mom Kim, dad Dean and sister Jaymie-Lyne talk about D.J.'s loss and how it has affected their family.

Ten presentations will be delivered at Sudbury schools over the next three weeks.

The tour comes one week after the national launch of MADD Canada's Project Red Ribbon holiday awareness campaign, which was held in conjunction with the start of the Big Nickel Hockey Tournament as a way of paying tribute to D.J. and his love of the game. This year's Project Red Ribbon materials, which are being distributed across Canada, feature a photo of D.J. in his jersey and the message that "Impaired Drivers Create Penalties That Never End".

Road crashes are the number one cause of death among young people in Canada, and alcohol and/or drugs are involved in more than half of those crashes. Every year, MADD Canada produces a new film to educate young people in Grades 7 - 12 about the risks of impaired driving and empower them to make safe and responsible choices.

This year's program, In the Blink of an Eye, tells the story of best friends Gabby and Sarah. One night, as the girls prepare to go to a party, they are joined by Sarah's boyfriend Dylan, and his friend Asif. Sarah drinks and smokes pot with Dylan and Asif, while Gabby declines. Dylan, anxious to get to the party, decides to drive rather than wait for a cab. His friends strongly object. A very upset Sarah calls 911 to report Dylan. Even though Gabby, Asif and Sarah all do the right thing, a tragic twist of fate ends a friendship and ruins many lives.

"It is crucial to educate youth about the risks of impaired driving, and empower them to make safe choices to protect themselves and one another," said MADD Canada National President Patricia Hynes-Coates. "With its realistic scenarios and storylines targeted specifically to today's youth, MADD Canada's School Assembly Program is a dynamic and effective educational tool."

Seven MADD Canada School Outreach Field Representatives are travelling around Canada this school year delivering the School Assembly Program, including an estimated 1,600 presentations at Ontario schools.

All Ontario presentations will be delivered at no cost to the schools or the students, thanks to a generous sponsorship from the LCBO. Each December, LCBO, its customers and staff raise funds for the School Assembly Program through the Giving Back in Our Community in-store campaign. The funds are instrumental in the production of the School Assembly Program and its delivery to more than half a million students in Grades 7 - 12.

For more information on the School Assembly Program or to see a clip of the show, please visit:

To view a clip of D.J.'s story, as featured in this year's School Assembly Program, please visit:

Contact Information

  • For more information or to attend a presentation of In the Blink of an Eye, please contact:
    Deb Kelly
    MADD Canada Communications Manager
    Tel: 1-800-665-6233, ext. 240