MADD Canada Celebrates 25 Years Of Operation Red Ribbon

MADD Canada (Mothers Against Drunk Driving) announced on November 7 the twenty-fifth edition of their Red Ribbon Operation, taking place this year from November 1, 2012 to January 7, 2013. This awareness campaign, funded by Allstate of Canada insurance company, was designed to raise awareness of the importance of sobriety at the wheel and to pay tribute to the victims of drunken driving.

"The holiday season is a time of festive celebrations where alcohol and drug consumption tends to increase. Despite all the campaigns, still too many Quebecers decide to take the wheel while driving," said Marie Claude Morin, Director, for the Regional Office for Québec of MADD Canada.

During the next few weeks, Quebecers will be asked to display their Red Ribbon by affixing it to their car, their portfolio, their backpack, or their key ring as a symbol of their commitment to the safe and sober driving. Sections, community leaders, volunteers, and supporters of MADD Canada will distribute thousands of these ribbons across the province and thus will raise public awareness and to pay tribute to the victims of the driving as well as their loved ones.

Every day, in Canada, four people are killed and 174 are seriously injured in collisions attributable to impaired driving. In Quebec, these are more than 200 families that are devastated every year by the loss of a loved one and thousands of Quebecers have to live with the legacy of an irresponsible decision.

A crash involving impaired driving affects not only the road users killed or injured but also their families, their friends, their co-workers, and their neighbors. "I lost my son and I believe that it is essential to continue our outreach efforts until the day where no motorist makes the fateful decision to drive after drinking," said Angeliki Souranis, President of MADD Montreal and mother of Craig Watson, who died tragically in 2008.

In addition, as part of its regular activities of awareness, MADD Canada presented a new PSA television advertisement dedicated to the Quebec market. Produced through a contribution of the Uber Agency, it aims to make citizens aware of the effects of drunken driving on the relatives of the victims. This public service announcement will be released in the coming months on province television networks and will invite Quebecers to learn about different MADD Canada programs, including services to victims.

"Our mission is to support victims of impaired driving and raise awareness to drivers of the dangers facing them when they consume alcohol or drugs before taking the wheel. Operation Red Ribbon gives Canadians an opportunity to make a concrete gesture to combat impaired driving," concluded Morin.

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