Season's Impaired Driving Awareness Campaign Launched across Alberta

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CALGARY, ALBERTA--(Marketwire - Nov. 3, 2008) - Fifteen local Alberta Chapters and Community Leaders of Mothers Against Drunk Driving (MADD Canada) are again teaming up with the Alberta Motor Association (AMA) to deliver to Albertans a sobering message about the dangers of impaired driving throughout the holiday season.

Representatives from MADD Alberta Chapters and AMA were present at the City of Calgary's EMS Headquarters this morning to officially launch MADD Canada's 2008 Project Red Ribbon campaign for the Province. Calgary's Police, Fire and EMS personnel as well as community leaders joined in to urge Alberta motorists to not drive after consuming alcohol or taking drugs.

At the core of the awareness campaign is the MADD Canada ribbon, which has become a familiar symbol of safe and sober driving throughout the country. Both MADD Canada volunteers and AMA offices help to distribute tens of thousands of red ribbons throughout Alberta during the months of November and December.

"MADD and AMA ask Alberta motorists to display a red ribbon and help with the fight against impaired driving," says Tracy Franklin of the MADD Calgary Chapter. "By flying a MADD Canada ribbon, you are making a personal pledge to drive sober and reminding all motorists not to drink and drive. We also want this ribbon to signal to everyone their responsibility to call 911 and report a suspected impaired driver to police."

"The MADD Canada red ribbon serves as a constant message to people on the roads to drive safe and sober," says Al Rosen with the AMA. "Our organization's 850,000 members are concerned about safety on our roads and AMA shares MADD Canada's mission and its desire to eliminate impaired driving tragedies."

Allstate Insurance Company of Canada is the Project Red Ribbon Title Sponsor. Recochem is the National Sponsor and AMA is the Provincial Sponsor for Alberta. Other key sponsors of this awareness initiative include: # TAXI, Suzuki Canada Auto Dealers Foundation, Bank of Montreal and Coyle Corrugated Containers.

"Without the leadership of our sponsors, like Allstate Insurance Company of Canada and specifically the AMA in Alberta, we would not be able to make an impact through this time of year," says Ms. Franklin.

Impaired driving remains Canada's number one criminal cause of death. On average, each and every day, 4 Canadians are killed and 196 Canadians are injured in alcohol and drug-related crashes. More than 70,000 Canadian men, women and children are killed or serious injured in impaired driving crashes annually. MADD Canada's volunteers and supporters are intent on altering these unacceptable statistics.

MADD Canada volunteers across the country began their 2008 Project Red Ribbon national awareness drive on the weekend (see further media) and the campaign will run through to January 5th, 2009.

/For further information: www.madd.ca
TracyFranklin, MADD Calgary Chapter @ (403) 836-3983
Louise Knox, MADD Western Office Manager @ (780) 975-2776
Kent Dixon, AMA @ (780) 430-5541/


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