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MADD Canada Joins Forces With Irving Oil In Unique Campaign To Help Keep Roads Safe

Jan 3, 2011 - 9 years ago

By Supply Post

Irving Oil is teaming up with MADD Canada as part of its Project Red Ribbon campaign. From December 16th 2010 to January 3rd 2011, Irving Oil’s fleet of trucks in Nova Scotia and New Brunswick featured MADD Canada’s symbolic red ribbon to remind us that road safety is everyone’s responsibility.

As part of Project Red Ribbon, Irving Oil drivers throughout the region have been specially trained by the Halifax Police Department and the Saint John Police Department on how to spot and report dangerous drivers. To date, more than 70 Irving Oil drivers have been trained, and the company is providing a $25,000 donation to MADD Canada. “Thanks to Irving Oil and its drivers, we are boosting the presence of our red ribbon and its intrinsic message of safe and sober driving over the holiday season,” said Margaret Miller, MADD Canada National Past President. “The more people who see and heed that message, the safer we’ll all be on our roads.” .

In a show of support, red ribbons were tied on Irving Oil’s fleet of trucks on December 16th at an event in Dartmouth, NS, and drivers from across the region signed a pledge affirming their continued focus on delivering the highest standards of safety. “Our drivers log over four million miles a year in New Brunswick and Nova Scotia alone, so road safety is absolutely paramount to us,” said Doug Myles, Manager of Transportation Services, Irving Oil. “We adhere to some of the toughest safety standards in the industry, and are taking our safety commitment one step further by partnering with MADD Canada.” .

MADD Canada’s Project Red Ribbon campaign runs annually from November to early January to coincide with the busy holiday season. When social calendars are full and more people are on the roads, the risk for unsafe driving is especially high. The red ribbon is a reminder to everyone to plan ahead to get home safe, and to call 911 to report incidents of suspected unsafe drivers. “Halifax Regional Police is very pleased to see Irving Oil partnering with MADD Canada,” said Superintendent Don Spicer, Halifax Regional Police. “Through this partnership with MADD Canada, Irving Oil is directly contributing to community safety by helping to keep impaired drivers off our roads." .

Sgt. Jeff LaFrance of the Saint John Police Force reinforced the importance of Project Red Ribbon and the renewed commitment to safety. “We are working closely with and strongly support the efforts of MADD Canada and Irving Oil in the fight to reduce impaired drivers. Together we are making a difference, but we need more help to make this issue nonexistent on our streets and highways. With organizations such as Irving Oil and their contribution to this worthwhile project, more lives can be saved.” .

Tragic and unnecessary crashes happen on our roads every day. A large majority of them are impairment-related. In fact, impaired driving continues to be the leading criminal cause of death in Canada, claiming 1,239 lives in 2007. A further 73,000 people were injured in impairment-related crashes. .

The choice to drive impaired affects not only the driver; it affects everyone on the roads with them. It affected innocent victims such as Mason Berube and Devon Tinus, 12-year-old boys who were killed in an impaired driving crash in 2009. The boys are honoured on this year’s Project Red Ribbon materials. “By spreading the message about the dangers of impaired driving, we hope to prevent other families from having to face the tragic losses that Mason and Devon’s families deal with every day,” Mrs. Miller said. “We are very grateful to Irving Oil for their support and partnership in this effort.”

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