November 1, 2006            

Campaign kick-off: Metro motorists urged to drive sober through holidays
MADD Toronto is joined by partners to raise awareness against impaired driving

The Toronto Chapter of Mothers Against Drunk Driving (MADD Canada), today, launches its annual public awareness campaign for sober driving at Toronto Police Service Headquarters with motorists being urged to display a red ribbon and to join Metro’s fight against impaired driving.

Carolyn Swinson and Mary Sultana, MADD Toronto Chapter Co-presidents, are joined by Ontario Government Ministers Michael Bryant and Donna Cansfield, Toronto Police Chief William Blair, as well as many community leaders, sponsors and supporters in a kick-off to MADD Toronto’s campaign efforts to distribute red ribbons in the name of reducing impaired driving.

“Today’s event is important because we can never remind motorists too often of the dangers of impaired driving,” says Mrs. Swinson. “There are just too many news reports of impaired driving tragedies, needless deaths and injuries, unspeakable crash scenes, and the stupidity of repeat offenders and those who continue to chose to drink or take drugs and drive.” 

“We believe there needs to be a constant and committed effort made to change people’s attitudes and habits to driving impaired,” she adds. “Our Project Red Ribbon campaign aims to have a fatality-free holiday season, where people will make the smart decision not to drive after drinking or taking drugs.”

Mrs. Swinson explains that Mothers Against Drunk Driving (MADD Canada) would like motorists to display a MADD Canada red ribbon during the holiday season and throughout the year. “This is a tribute to all those who have been killed or injured in impaired driving crashes. Tying a red ribbon to your vehicle, keychain, briefcase, backpack, purse and so on serves as a constant message to people to drive safe and sober.  It is also a personal commitment to drive sober.”

The campaign launch event at the police headquarters is the beginning of an enormous effort of MADD Canada volunteers to deliver the message against drinking and drugs and driving. "From today through the 2007 New Year's celebrations, the Project Red Ribbon campaign will be in full gear. MADD Canada supporters will be in malls, at public events, and with police at their R.I.D.E. stops. Across the country, MADD Canada volunteers and our corporate sponsors which include our title sponsor Allstate Insurance Company of Canada as well as Suzuki Canada Auto Dealers Foundation, # TAXI, Alberta Motor Association, Bank of Montreal,  Coyle Corrugated Containers, Enterprise Rent-A-Car Alberta, Impact Auto Auctions,  and UPS Canada will distribute over four million red ribbons in the next few months.

Impaired driving remains Canada’s number one criminal cause of death. On average, each and every day, 4 Canadians are killed and more than 190 Canadians are injured in alcohol and drug-related crashes. More than 70,000 Canadian men, women and children are killed or serious injured in impaired driving crashes annually.

For interviews or more information, call:

Carolyn Swinson, MADD Toronto Chapter President
(416) 575-5772  (cel.)

Kathy Whynot, MADD Toronto Chapter
(416) 924-2666 

Wanda Kristensen, MADD Canada National Office
1-800-665-6233, ext. 229

Also see:

MADD Canada's Project Red Ribbon page