Allstate and MADD Canada to ‘Save a Life’ through summer sober driving campaign

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Markham, ON, June 21 – Allstate Canada and Mothers Against Drunk Driving (MADD Canada) are helping stop impaired driving by encouraging people to enjoy a safe summer before the upcoming Canada Day long weekend.

In Alberta, Allstate is sponsoring a ‘Save a Life’ long weekend and holiday radio campaign. “The summer season is the most dangerous time of year for motorists,” said Allstate Regional Director Darcie Fred. “By raising awareness of the dangers of drinking and driving, we can make our roads safer and ensure Canadians have a safe and enjoyable summer out of harm’s way.” From June 28 to July 4, Calgary and Edmonton-area radio stations will run Allstate-sponsored radio spots informing Albertans of the consequences of impaired driving.

Across Canada, Allstate is promoting a recipe for a safe summer that includes a designated driver by displaying posters and postcards at local agent offices. The cheerful materials, produced by MADD Canada, serve as a reminder that by planning ahead, people can host safe parties and avoid liability problems. In addition, MADD Canada has produced a Fun in the Sun party kit with inspiring party menus, barbeque recipes, grilling tips, mocktail recipes and information on safe partying.

Every day, drinking and driving kills four Canadians. Alcohol is involved in about 40 per cent of motor vehicle fatalities, and crashes are the leading killer of Canadians under 40. In Canada, about 20 per cent of fatally injured cyclists and 40 per cent of fatally injured pedestrians and boaters had been drinking and most were legally impaired.

For a copy of Allstate and MADD Canada’s summer awareness campaign materials, visit your local Allstate agent office, or visit www.allstate.ca. To order a MADD Canada party kit, visit www.madd.ca.