In the News

MADD launches annual Red Ribbon campaign
Inside Toronto
November 3, 2009

Despite decrease in incidents, more 29 to 45 year olds getting behind the wheel drunk

Mothers Against Drunk Driving (MADD) launched its annual Red Ribbon campaign at police headquarters Tuesday, Nov. 3 just 17 days after three women were killed in a collision involving an impaired driver.

"The Red Ribbon campaign is another reminder...about the consequences of drinking and driving," said Joanne Banfield, manager of trauma injury prevention at Sunnybrook hospital. "What we want to do is eradicate this issue and prevent people from coming into our trauma unit."

Red ribbons will be placed on most emergency vehicles as part of the campaign.

"We definitely know that drinking and driving hurts more than just the person who may have been involved in a crash. It involves that family unit, society," Banfield said. "We see lives absolutely torn apart."

There has been a decrease in drunk driving incidents, especially with young people.

"Where we are still seeing a big issue is with individuals between the ages of 29 and 45. So we need to do a better job getting the message out to that group of people, who tend to be parents," said Banfield. "What we need to do is be better role models. We're asking our young people not to drink and drive. We need to be doing the same."

Impaired driving remains the leading cause of criminal death in Canada.

In Toronto, one in five fatal collisions this year involved an impaired driver.

On Oct. 17, a BMW travelling 150 to 200 km/h struck and demolished a minivan on Finch Avenue near Jane Street.

Hon To, 44, her daughter Khanh "Christine" Taing, 24, and a 64-year-old woman were ejected from the van and pronounced dead. Two others in the vehicle were seriously hurt.

The 21-year-old BMW driver was charged with impaired driving.

"It was all too common only 30-40 years ago to say 'One for the road,'" said Const. Hugh Smith of the traffic services unit. "We've got to change a lot of habitual problems in society, and it's going to take a few more decades."

Smith noted violent crashes also take their toll on emergency workers.

"A lot of times you have to respond to the person who caused this carnage and save their lives. Then you get emotionally tied to that," he said. "It doesn't go away. We just find ways of channeling it."

Police Chief Bill Blair asked people to report impaired driving. "It's a very dangerous situation. It merits a call to 911."

Community Safety and Correctional Services Minister Rick Bartolucci said the province has doubled the RIDE program funding from $1.2 to $2.4 million.

"Drinking and driving is no accident. It's a conscious choice," he said. "We have to make a conscious choice not to drink and drive."

Also see...

The MADD Canada Project Red Ribbon campaign