Publications - MADD Matters Newsletter

Spring 2013

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LCBO Donations for School Assembly Program Keep Climbing

LCBO LCBO customers and employees have raised more than $1,479,000 for MADD Canada's School Assembly Program. It's the highest donation yet to come from LCBO's Giving Back in Our Community campaign (formerly called Spirit of Giving). This amount also includes more than $35,000 donated by LCBO customers to Project Red Ribbon through in-store donation boxes.

Each December, LCBO conducts an in-store prompted donation program to raise funds which are split between MADD Canada and four regional children's hospitals in Ontario. LCBO customer service representatives invite customers to add a $2, $5 or $10 donation to their purchase.

"We continue to be amazed and ever so grateful for the incredible generosity of LCBO customers and the dedication of their staff members," said MADD Canada National President Denise Dubyk. "They recognize the importance of our School Assembly Program, and support our efforts to communicate with young people about the dangers of impaired driving. Thanks to them, MADD Canada will be able to present its program at hundreds upon hundreds of Ontario schools, at absolutely no charge to the schools."

The donation will be used primarily to support the delivery of MADD Canada's 2013-2014 School Assembly Program, Smashed, which is in post-production right now. Some of the funds may also be used towards the development and delivery of new awareness and outreach activities.

Smashed tells the story of Natalie, Kelly and Pete as they head to a school dance, followed by an after-party. Natalie is pressured by other party-goers to drink. Despite the efforts of Kelly and Pete, Natalie makes the terrible decision of getting into a car with a young man who is impaired as they go to pick up drugs. Kelly and Pete call 911 and then follow Natalie in another car. The tragic events that follow will change all their lives forever.

To enable further classroom discussion about alcohol, drugs and driving after the presentation, each school is provided with a comprehensive CD/DVD package containing an interactive curriculum guide, school announcements, posters, MADD Canada's youth manual and classroom videos.

Smashed will be presented to more than one million students across Canada during the 2013-2014 school year. In Ontario, all school presentations will be supported through LCBO customers' record donation. The 2012 donation shatters the previous amounts raised: 2011 - $1.27 million; 2010 – $998,618; and 2009 - $892,875.

"Yet again, LCBO customers have shown their generosity and concern for Ontario teens in raising new record funds this year for MADD Canada," said Bob Peter, President & CEO of LCBO. "Through their support, our customers directly contribute to MADD Canada's successful School Assembly Program which reaches more than half a million Ontario students and communicates a compelling anti-impaired driving message."

What LCBO Store Managers are saying about Giving Back in Our Community:

"As a store manager, I'm so proud of my team for their commitment to this campaign and grateful to our customers for raising record funds at our location for MADD Canada and the children's hospitals during December. This marks a 140 per cent increase from last year, proving that community spirit is alive and well."

- Margaret Babcock, LCBO Store Manager, Port Rowan

"LCBO employees take great pride in 'just asking' our customers to make a donation towards the annual Giving Back in Our Community campaign. It's because of their commitment and the incredible generosity of our customers that our store alone has raised more than $34,000 and helped make us the number one store in the province for this year's campaign."

- George Simos, LCBO Store Manager, Woodbridge

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