Summerside, PE – Summerside Police will have a colourful new touch on their uniforms over the coming weeks as they ‘lace up red’ in support of MADD Canada’s Project Red Ribbon holiday awareness campaign.

From now until the beginning of January, Summerside officers will be sporting MADD Canada’s signature red shoe laces on their boots. It’s yet another way Summerside Police are supporting MADD Canada’s efforts to raise awareness and prevent impaired driving this holiday season.

Summerside City Council and Summerside Police Chief Dave Poirier have been concerned about the rate of impaired driving incidents in the region over the past few weeks. In addition to the enhanced enforcement activities over the holiday season, Chief Poirier was looking for new awareness tools to get the public thinking about the risks of impaired driving and influence them to plan ahead for a sober ride home.

“With an increase in police check points, and participating in the MADD Lace Up Red Campaign, our officers will make it a priority to keep impaired drivers off the streets of Summerside during the holiday season,” said Chief Poirier.

Summerside Police will be conducting a number of sobriety checkpoints over the next few weeks, and MADD East Prince volunteers will be there with them, handing out MADD Canada brochures and red ribbons to share the sober driving message with motorists.

“Summerside Police have been incredible supporters of MADD Canada and our Project Red Ribbon campaign for many years,” said MADD Canada Atlantic Region Chapter Services Manager Susan MacAskill. “This new initiative will spark interest and conversation, giving officers and our volunteers another opportunity to talk to people about the dangers of impaired driving, and reinforce the message about always planning a safe and sober ride home.”

This year marks the 30th anniversary of MADD Canada’s iconic red ribbon, which symbolizes the innocent victims and survivors of impaired driving, and the importance of always driving sober. Throughout the campaign, MADD Canada’s PEI Chapters are asking Islanders to show their commitment to sober driving this holiday season by tying a red ribbon to their vehicles, key chains, purses, briefcases and backpacks.

A provincial launch of MADD Canada’s Project Red Ribbon campaign was held in November with several police services, government leaders and MADD Canada’s PEI Chapters. The launch also highlighted the start of the MADD Variable Message Sign Campaign, which saw the Government of Prince Edward Island team with MADD Canada to put sober driving message on roadside variable messaging signs at 8 locations around the province.

Red ribbons and car decals are available by calling 1-866-798-6233 or emailing, the MADD Canada web site at, Allstate Insurance Company of Canada offices and local participating retailers. For more information about Project Red Ribbon, visit

For more information, contact:

Susan MacAskill – MADD Canada Chapter Services Manager, Atlantic Region