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Project Red Ribbon Marks 30 Years

Project Red RibbonMADD Canada’s iconic red ribbon – symbolizing the innocent victims of impaired driving and the importance of always driving sober – turns 30 this year! For three decades, our Project Red Ribbon campaign has been raising awareness about the risks and consequences of impaired driving. While great strides have been made over the years to reduce impaired driving, it continues to be a deadly problem on Canada’s roads. Continued awareness efforts are vital. Our Project Red Ribbon campaign helps keep the sober driving message top of mind during the busy holiday season. With parties and celebrations plentiful, the risk for impaired driving is especially high. Our red ribbon is a small but powerful symbol of the wearer’s commitment to sober driving. From November 1st , 2017 to January 8, 2018, MADD Canada Chapters and Community Leaders will distribute millions of ribbons to Canadians to wear and display as a reminder to:

  • Never drive impaired or ride with an impaired driver.
  • Plan ahead if you’re going to be drinking or consuming drugs. Call an Uber or a cab, arrange a designated driver, take public transit or stay the night.
  • Call 911 you see a driver you suspect is impaired. For information on the signs of an impaired driver and what to do, visit our Campaign 911 page.

Red ribbons and car decals are available through the MADD Canada web site, Chapters and Community Leaders, Allstate Insurance Company of Canada offices across the country and participating sponsor outlets. Red Ribbon 2017 Car Decal Anyone who wishes to support Project Red Ribbon with a donation can do so online through the web site, by calling 1-800-665-6233 or by texting “RIBBON” to 45678 (a $10 one-time donation is added to the donor’s cell phone bill and payable to his or her service provider.) A monthly donation option is also available.

Our National Project Red Ribbon Campaign Launch

Parliament Hill was the location for the national launch of this year’s very special 30th anniversary Project Red Ribbon campaign.

MADD Canada was honoured to welcome: The Honourable Ralph Goodale, Minister of Public Safety and Emergency Preparedness; RCMP Deputy Commissioner Kevin Brosseau; Ryan Michel, President and CEO, Allstate Insurance Company of Canada; and Johnny Grant, Director for Irving Energy, Irving Oil Limited.

MADD Canada National President Patricia Hynes-Coates and MADD Ottawa President Lise Fournier welcomed our special guests, including Members of Parliament, representatives from law enforcement and road safety organizations and local volunteers.

Red Ribbon Launch

MADD Canada offers its deepest thanks to Pam Damoff, Member of Parliament for Oakville North – Burlington, who was the Government Sponsor of our event, held in the Commonwealth Room of Centre Block on Parliament Hill.

Red Ribbon launch 2

Among the special moments at the national launch was a video with Prime Minister Justin Trudeau, who could not attend the event but was there in spirit, and on video, to wish volunteers well with our 30th anniversary Project Red Ribbon campaign.

Over the past couple of weeks we have had the opportunity to appear on several morning shows and noon news programs to kick off the 30th anniversary Project Red Ribbon campaign. A special thank you to all our spokespeople for sharing the Project Red Ribbon message, and to the news programs for the opportunity to talk to their viewers. Check out the programs listed below.

Show YOUR red ribbon spirit! Tie it! Wear it! Show it! Share it! Live it!

Get your red ribbon today, then Tie it! Wear it! Show it! Share It! Live it! We all have a role to play in keeping our roads safe.

Tie it! To your purse, your backpack, your briefcase, your bike, your car.

Wear it! On Thursday, November 2nd , show your support for MADD Canada’s signature campaign Project Red Ribbon by wearing RED.

Show it! & Share it! Show your spirit and share your pictures on MADD Canada’s Facebook
(, Twitter (@MADDCanada) and Instagram (madd_canada) using #projectredribbon.

Live it! Text “RIBBON” to 45678 to make a $10 donation to MADD Canada and help save lives.

Red Ribbon graphic-1

Landmarks Light Up Red For Project Red Ribbon

Canadian landmarks are lighting up red to support MADD Canada’s Project Red Ribbon campaign and spread the sober driving message throughout the holiday season:

  • Renaud Park, Joliette, QC – November 1-30
  • Parc de la Roseraie, Rawdon, QC – November and December
  • CN Tower, Toronto, ON – November 2
  • Toronto 3D Sign, Toronto, ON – November 2
  • Calgary Tower – Calgary, AB – November 2
  • City Hall, Guelph, ON – November 2
  • City of Brampton, ON – Brampton City Hall- November 2
  • City of Brampton, ON – Clock Tower – November 2
  • City Hall- Lethbridge, AB – November 2
  • City of Temiskaming Shores – Ms. Claybelt the cow – November 2
  • Highlevel Bridge, Edmonton, AB – November 3
  • City of Spruce Grove – City Hall – November 15-January 1
  • Maple Ridge City Hall- Vancouver, BC- November 18
  • Bow & Mast – Parks Canada Whitehorse- November 24
  • Niagara Falls, Niagara Falls, ON – December 2
  • Saint-Cuthbert Church Towers, Saint-Cuthbert, QC – November and December
  • Tree at Saint-Lin Laurentides Town Hall, Saint-Lin Laurentides, QC – November and December


MADD Canada offers its heartfelt thanks to our wonderful 2017 Project Red Ribbon National Sponsors. The dedication and support of these caring companies help us deliver our sober driving message to communities all across the country.

Title Sponsor

Allstate Insurance Company of Canada

Official Sponsor

Irving Oil Ltd.

Corporate Sponsors

BMO Financial Group
Continental Tire Canada Inc.
RTL-Westcan Group of Companies

Corporate Supporter

Canada Dry Mott’s Inc.

Coin Box Sponsors

Allstate Insurance Company of Canada
Anderson’s Liquor
BC Liquor Distribution Branch
Manitoba Liquor & Lotteries
Alcool NB Liquor
Nova Scotia Liquor Corporation
NWT Liquor Commission
PEI Liquor Control Commission
Saskatchewan Liquor & Gaming Authority
Yukon Liquor Corporation

Show your support for MADD Canada!

Order your red ribbons on-line! You can do so by submitting a donation through our on-line donation page. Don’t forget to mention in the remarks box that you’d like red ribbons mailed to you!

I would like to receive a set of red ribbons and donate to the MADD Canada Project Red Ribbon campaign!

There are various ways in which you can financially support MADD Canada. Your donation will go a long way in the fight against impaired driving. Donations help support our education, public awareness, public policy and victim services and youth programs.

As a donor to MADD Canada, you benefit by knowing that your donation is helping us to effect change and you also benefit by receiving a charitable receipt for income tax purposes for your donation.

For more information on how you can help MADD Canada, visit our donation page.

Fly your red ribbon year round. Together, we will make a difference!

Text Your Support for Project Red Ribbon!

Show your support for Project Red Ribbon by texting “RIBBON” to 45678 to make a $10 donation. Your donation is added to your cell phone bill and is payable to your service provider.

Text to 45678

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