Awareness Campaigns - Project Red Ribbon
Project Red Ribbon is MADD Canada's longest-running and most well-known public awareness campaign.
For 24 years, the red ribbon has been a prominent symbol. It reminds Canadians to drive sober through the holiday season, and all year round. It also serves as a moving and respectful tribute to those who have been killed and injured in impaired driving crashes.
Every year, from the beginning of November to the first Monday after January 1st, MADD Canada Chapters, Community Leaders, volunteers and supporters distribute millions of red ribbons to Canadians, asking them to tie the ribbons to their vehicles, key chains, purses, briefcases and backpacks.
- Darryl's Story
- 2011 Project Red Ribbon press releases
- Read about Project Red Ribbon in the news
- Hear National President Denise Dubyk's holiday message
- Photo Gallery (Flickr)
The small but powerful ribbon symbolizes the wearers' commitment to sober driving and reminds us all that the deaths and injuries resulting from impairment-related crashes are needless and totally preventable. Every year, approximately 1,200 Canadians are killed and 68,500 are injured in impaired driving crashes.
At this most social and celebratory time of year, as Canadians come together for parties, dinners and holiday cheer, the risk of impaired driving is high. MADD Canada is asking all Canadians to think about the role they can play in preventing impaired driving:
Never drive impaired or ride with an impaired driver.
Plan ahead if you're going to be drinking. Take a cab or bus, arrange a designated driver or plan to stay over.
If you see a driver you suspect is impaired, call 911 to report it to police. For information on the signs of an impaired driver and what to do, visit our Campaign 911 page.
This year's campaign runs from November 1, 2011 to January 2, 2012. Get your red ribbon today and wear it proudly with millions of other Canadians who are making the commitment to sober driving.
You can get your red ribbon by donating online here on our web site, visiting one of our many sponsors' outlets, or contacting your nearest MADD Canada Chapter or Community Leader.
New this year! If you prefer to make your donation through your cellphone, you can text "ribbon" to 45678. In return for a $10 donation, you'll receive this Project Red Ribbon pin. (You will be asked to send a second text to MADD and receive a link to a secure web page to input your mailing address to receive your pin.) Your one-time donation will be added to your cell phone and payable to your service provider.
MADD Canada's iconic Red Ribbon Car Magnets are available for sale at Canadian Tire. Pick yours up today and show your support for MADD Canada!
Darryl's story
In 2000, Darryl Ray, his wife Tammy and their two young sons, Dylon and Joshua, were your typical family. Busy. Loving. Full of plans for the future.
Then came that knock on the door - a police officer delivered the most terrible news imaginable. Darryl had been killed in a crash. He was riding in a pickup truck being driven by an impaired driver. The pickup crashed into a parked moving truck. The loading mechanism of that truck came through the passenger side of the pickup, killing Darryl instantly.
As Darryl's mother-in-law, Denise Dubyk, says, "our lives changed forever in that moment." Tammy had lost her husband. Dylon 6 and Joshua 2, had lost their dad. Forever."
The holiday season can be especially difficult for families who have lost loved ones. Darryl's family tried to maintain their holiday traditions for the boys' sakes. But of course they missed their father tremendously. Darryl wasn't there to hold them, love them, watch them open their presents on Christmas morning. For a few precious years, he was their strong Dad. And then, he was gone.
Darryl and his sons are the focus of this year's Project Red Ribbon materials to help remind Canadians of just how much is at risk when someone drives impaired.
2011 Project Red Ribbon press releases
- MADD Canada and Allstate Canada Ask Canadians to Don a Red Ribbon in Support of Sober Driving This Holiday Season - November 1, 2011
- Irving Oil and MADD Canada Expand Project Red Ribbon Partnership - December 15, 2011
- MADD Nipissing Distributes Red Ribbons to Promote Sober Driving This Holiday Season - December 3, 2011
- MADD Ottawa launches Project Red Ribbon - November 16, 2011
- MADD London launches Project Red Ribbon - November 14, 2011
Read about Project Red Ribbon in the news
- Tis the red ribbon season - December 16, 2011
- Truck drivers sign up to report impaired operators - December 16, 2011
- MADD driving - December 15, 2011
- Watching the road - December 15, 2011
- MADD rewards residents for staying sober - December 14, 2011
Red Ribbons a sober reminder - December 6, 2011(PDF)- Red Ribbon Campaign! - December 3, 2011
- Crash victim's mother implores drivers to be safe - and sober - for holidays - December 2, 2011
- MADD Ottawa launches its annual Project Red Ribbon - December 1, 2011
- MADD, CounterAttack out in force - December 1, 2011
- MADD launches Project Red Ribbon for holiday season - November 24, 2011
- MADD Ottawa Launches Project Red Ribbon - November 23, 2011
- MADD's Red Ribbon Campaign kicks off - November 23, 2011
- York police, MADD kick off 2011 holiday R.I.D.E. program - November 21, 2011
- MADD raises awareness about drinking and driving - November 19, 2011
- Project Red - November 18, 2011
- Uxbridge 'hit hard' with impaired driving deaths - November 17, 2011
- MADD red ribbon campaign up and running - November 15, 2011
- MADD London Kicks Off Project Red Ribbon - November 14, 2011
- MADD tolls raise $14,750 - November 14, 2011
- MADD red ribbon campaign kicks off - November 14, 2011
- When a drunk starts a car no one is safe - November 13, 2011
- Support MADD and tie on a red ribbon - November 8, 2011
- MADD campaign launched - November 8, 2011
- An act of hope - November 7, 2011
- A sober reminder - November 6, 2011
- Local MADD Chapter kicks off Project Red Ribbon - November 4, 2011
- Tie one on for Safety - November 3, 2011
- MADD launched Project Red Ribbon - November 3, 2011
- MADD rolls out Red Ribbon Campaign - November 3, 2011
- MADD launches red ribbon campaign - November 3, 2011
- Fly a red ribbon for a safe holiday season - November 3, 2011
- MADD launches Red Ribbon Campaign - November 2, 2011
- A sobering holiday message - November 2, 2011
- MADD launches Sober Driving Campaign in Halifax - November 1, 2011
- MADD kicks off seasonal campaign - November 1, 2011
- MADD Sarnia/Lambton launching Red Ribbon Campaign - October 31, 2011
- MADD hosts brunch to launch Red Ribbon Campaign - October 17, 2011
Find out more...
Official Sponsor
The Allstate Insurance Company of Canada is proud to be an official sponsor of MADD Canada
Did You Know?
Over 1 million ribbons are distributed to Canadians during Project Red Ribbon.
