MADD Canada fights impaired driving with new holiday campaign

MADD Canada has officially launched its provincial Project Red Ribbon campaign in Newfoundland and Labrador on December 6, 2024, aimed at reducing impaired driving incidents during the holiday season. This period generally sees an increase in the risk of impaired driving, which affects countless families across Canada each year. The organization uses the campaign as a vital tool to raise awareness of the dangers of impaired driving, emphasizing that the decision to drive sober can save lives. The campaign features Jacob Simmons on its promotional materials, which include a poster, coin boxes, and bookmarks. Jacob, who was 27 years old, lost his life in an incident involving an impaired driver while cycling in Kinross, Prince Edward Island, in 2020. His story serves as a poignant reminder of the devastating impact that impaired driving can have. MADD Canada highlights that impaired driving crashes result in hundreds of Canadian deaths and thousands of injuries annually, creating an immeasurable toll on families and communities. Tanya Hansen Pratt, the National President of MADD Canada, emphasized the importance of making safe choices this holiday season, urging the public to use designated drivers, public transportation, taxis, or rideshare services. She noted that every impaired driving crash is preventable and that sober decisions can have a significant impact on saving lives. The campaign will run until January 6, 2025, allowing ample time for residents to engage with the movement and promote sober driving. The launch event for the campaign took place in Mount Pearl with the attendance of Bernard Davis, the Honourable Minister of Justice and Public Safety, who officially proclaimed the start of the 2024 campaign. Another significant moment prior to the launch was when Elvis Loveless, the Minister of Digital Government and Service NL, distributed red ribbons to all members of the House of Assembly, reinforcing the campaign's message against impaired driving. MADD Canada encourages all Newfoundlanders and Labradorians to display red ribbons or car decals on their vehicles and personal belongings as a commitment to sober driving. Additional promotional materials will include public service announcements on radio and television, further amplifying the message of safety during the busy holiday season.