Edmonton MADD launches campaign to raise awareness about impaired driving impact

Albertans continue to die because of impaired drivers. Between 2009 and 2013, an average of nearly 90 people were killed and 1,330 people were injured each year in Alberta in collisions involving an impaired driver, according to Mothers Against Drunk Driving (MADD).

Those statistics are a reason MADD is continuing to hold its awareness program, the annual Red Ribbon Campaign.

“If it can save one life, we’re doing what we need to do and we’re sending a positive message out there,” MADD Edmonton president Jason Hills said.

READ MORE: MADD Calgary launches 29th annual Project Red Ribbon Campaign

The organization’s Edmonton chapter launched the 29th annual Red Ribbon Campaign Friday morning.

The goal of the campaign is to encourage motorists to tie a red ribbon to their vehicle to show they’re committed to driving safe and sober. It’s also a sign of respect for those killed and injured by an impaired driver.

“This is 100 per cent preventable, but every year we have to send the message out to people, not just during the holiday season but all year round to be safe, drive sober,” Hills said.

Tweet This Click to share quote on Twitter: "This is 100 per cent preventable, but every year we have to send the message out to people, not just during the holiday season but all year round to be safe, drive sober," Hills said.

“If you’re going to be out taking part in the festivities during the holiday season, be safe about it.”

As a paramedic, Allison Tatham has not only witnessed the devastating consequences of impaired driving while doing her job, she has also dealt with it personally when her father was killed by a impaired driver.

“The thing that I like to tell people is that it can happen at any time of the day. It was seven o’clock on a Sunday morning, and that’s not what people typically see with impaired driving,” Tatham said.

Tweet This Click to share quote on Twitter: "The thing that I like to tell people is that it can happen at any time of the day. It was seven o'clock on a Sunday morning, and that's not what people typically see with impaired driving," Tatham said.

“They see Friday nights, Saturday nights, but this is an ongoing problem at any time of the day throughout Canada.”

Tatham said she’s been called to collisions involving impaired drivers since her father’s death and those situations have been “heart wrenching.”

“You know exactly how they feel. It’s just a night-and-day difference from before my dad was killed to now.”

The MADD Edmonton Chapter launched its campaign at City Hall.

The awareness campaign runs from Nov. 1 to Jan. 3.