Project Red Ribbon effort sending sober message and raising awareness of MADD Canada’s mission year-round
Allstate’s leadership through the decades has boosted MADD Canada’s volunteer efforts

The MADD Canada red ribbon has become a familiar symbol of safe and sober driving throughout Canada. The organization’s annual holiday season push for safe roads is also very familiar – and today Project Red Ribbon is one of the most visible public awareness drives against impaired driving during the months of November and December, and through New Year’s.

There are millions of red ribbons distributed across the country by MADD Canada volunteers with the hope of effectively delivering their sober driving message during the busiest social time of the calendar year. MADD Canada urges Canadians to display a red ribbon during the holidays and throughout the year as a reminder and in making a personal commitment to drive sober.

This year’s Project Red Ribbon campaign marks Mothers Against Drunk Driving’s 20th anniversary of distributing their ribbons across this country. And their loyal sponsor through the decades has been Allstate Insurance Company of Canada, again serving the national 2007 campaign as Title Sponsor.

“We certainly couldn’t have done it without Allstate by our side,” says MADD Canada National President Margaret Miller. “It’s not only their financial support, but also Allstate’s corporate leadership in the fight against impaired driving that has been a tremendous boost for our organization and its volunteers through the years.”

Mrs. Miller explains Allstate supports Project Red Ribbon with a corporate donation and by helping to distribute red ribbon materials nationally. Allstate's agency offices, consisting of about 425 professional insurance advisors located in 250 communities across Canada, host the ribbons, posters and coin boxes annually.  The company also sends red ribbon materials with the sober driving message to policyholders in December and January.

Allstate supports a number of other sober driving programs and projects. In concert with MADD Canada, the Allstate brand is on a number of booklets on social host's alcohol liability. These materials aim to help people understand their potential legal liability, safeguard their family, friends and associates and minimize alcohol-related problems that generate civil suits. Allstate also supports MADD Canada's target campaigns like boat and snowmobile safety. In addition, Allstate customer envelopes feature a sober driving message sent out year-round through over one million mailings.

“Allstate is extremely proud to be partnering with MADD Canada again to get the message out and raise awareness about safe and sober driving this holiday season,” said Mike Donoghue, President and CEO.  “Promoting safe and sober driving isn’t just a partnership between MADD Canada and Allstate.  It’s a partnership between every driver on the road.”

New Web Videos Files Posted

This year special videos were released during the Project Red Ribbon campaign. Today, MADD Canada issues another one in a series of new videos. National President Margaret Miller speaks of support and giving during the holidays. She asks Canadians to consider supporting MADD Canada, perhaps in the name of their loved one; and she reminds those who may be looking for help through the holidays to contact MADD Canada for the support they need.  [View video file.]

Support during this Holiday Season

Consider supporting MADD Canada this holiday season by donating to the mission of eliminating impaired driving and supporting the victims of this violent crime. You can donate on-line.

If you are in need of assistance through the holidays, please contact MADD Canada for support and guidance – call 1-800-665-6233.

For more information, call:

Margaret Miller, National President
(902) 758-2442 / (902) 758-5328

Andrew Murie, CEO
1-800-665-6233, ext. 224