MADD Canada

MADD Canada Releases

Campaign 911 encourages everyone to do their part for road safety

New signs on Ontario highways highlight the launch of MADD Canada’s annual, national campaign to encourage the public to call 911 to report suspected impaired drivers.

Oakville/Ontario/April 29, 2010 – MADD Canada is encouraging all Canadians to make a difference in the fight against impaired driving through its annual Campaign 911 program which launches nation-wide today.

“Keeping roads safe is everyone’s responsibility,” said MADD Canada National President Margaret Miller. “Campaign 911 is an important way that every person can assist police in taking impaired drivers off our roads.”

One of the highlights of today’s launch is 10 new highway signs in Ontario – the result of a partnership between the Ontario Ministry of Transportation, the Ontario Provincial Police and MADD Canada.

“Encouraging motorists to report suspected impaired drivers will help get drunk drivers off the road,” said The Honourable Kathleen Wynne, Minister of Transportation for Ontario. “The Ontario government supports MADD Canada’s Campaign 911 and will continue to work with MADD Canada and other partners to keep impaired drivers off the road.”

The signs were installed along highways 400, 401, 404 and 427. These signs are in addition to the ones MADD Canada has already installed on municipal roads in Ontario communities.

“Drinking and driving is a serious threat to public safety and remains the leading cause of criminal death in Canada,” said Julian Fantino, Commissioner, Ontario Provincial Police. “The OPP is proud to support MADD Canada’s Campaign 911 program. With the support of the public, this initiative will help keep Ontario highways amongst the safest in the world.”

“MADD Canada is pleased to partner with the Ministry of Transportation and the Ontario Provincial Police on this important initiative,” Mrs. Miller said. “We strongly believe these signs will raise awareness of impaired driving and help people know what to do if they see a driver they suspect is impaired.”

This year’s Campaign 911 program also has a new, yet familiar, public service announcement (PSA) to get the message across. MADD Canada has revamped its iconic Glasses PSA, which features glasses being stacked one by one in front of a car windshield to represent the reduced visibility and disorientation an impaired driver experiences. The new spot, entitled Glasses Rewind, is the same psa run in reverse. The glasses are removed one by one, ending with a clear view through the windshield and a message telling viewers that they can prevent crashes by calling 911 to report suspected impaired drivers. The psa was released earlier this month and can be viewed at www.madd.ca.

On average, 4 people are killed and 200 are injured every day in Canada as a result of impaired driving.

Across the country, MADD Canada Chapters and Community Leaders will join local and regional police, government and community organizations to spread the Campaign 911 message. Through signs, billboards, public service announcements and other materials, Campaign 911 provides the public with information on the possible signs of an impaired driver, tips on what to do and safety reminders.

“We know these programs work,” Mrs. Miller said. “Program results have shown that effective 911 programs increase arrest rates for impaired driving by 30% on average. And every time police can stop an impaired driver, that is a potential crash averted.”

Proud Title Sponsor of the national Campaign 911 program is #TAXI. The company provides a fast and convenient service which allows individuals to call #TAXI (# 8-2-9-4) from their cell phone to be connected to the first available taxi company or the taxi company of their choice, 24 hours a day, seven days a week, anywhere in Canada.

“#TAXI is committed to helping make our roads safer,” said Michael Sachter, V.P. Marketing of CellWand Communications, the creator of #TAXI. “We are pleased to join MADD Canada in this effort to raise awareness and equip Canadians with the information they need to assist police in taking more impaired drivers off our roads.”

MADD Canada’s other major sponsors of Campaign 911 are: Official Sponsor Allstate Insurance Company of Canada; and Corporate Supporter New Brunswick Liquor Corporation.

About MADD Canada

MADD Canada (Mothers Against Drunk Driving) is a national, charitable organization that is committed to stopping impaired driving and supporting the victims of this violent crime. With volunteer-driven groups in more than 100 communities across Canada , MADD Canada aims to offer support services to victims, heighten awareness of the dangers of impaired driving and save lives and prevent injuries on our roads.

About CellWand Communications

CellWand is North America’s leading provider of mobile search applications through abbreviated dialing codes. These lifestyle applications give mobile phone users an easier way of connecting to businesses and information. CellWand’s first application, #TAXI® (Pound Taxi) is available on virtually every Canadian mobile phone including Bell Mobility, Fido, Rogers, TELUS, Virgin Mobile, Aliant, MTS and SaskTel, and in the U.S. with AT&T Mobility, Sprint, Verizon Wireless, Alltel and Boost Mobile (220 million mobile phones). Visit CellWand Communications web site at: www.cellwand.com.

For more information, visit www.madd.ca or www.poundtaxi.com, or call:

Margaret Miller, MADD Canada National President at 902-758-5328
Michael Sachter, CellWand Communications Inc., (# TAXI) V-P Marketing at 416 704-5007

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