MADD Canada’s Success Story

The mission of Mothers Against Drunk Driving (MADD) Canada is to stop impaired driving and to support victims of this violent crime.

In Canada, public perception and acceptance of impaired driving has dramatically evolved over the past 25 years.

In the early 1980s, there was an average of 6,000 traffic deaths a year in Canada. Sixty percent of those were alcohol-related. That figure jumped to 70 percent of all teen deaths on the roads. It was common, at the time, to hear people say “One more for the road” or “I drive better with a few drinks.” Crashes involving alcohol were generally accepted as “accidents,” not crimes. If a driver was convicted of impaired driving, he or she might receive a 30-day licensse suspension and a $50 fine, the proverbial “slap on the wrist.”

Provincial anti-drinking and driving groups began to form in Canada in the early 1980s, reacting to tragedies that occurred as a result of impaired driving. The early pioneers were all impaired driving victims, who wanted to educate the Canadian public about the human tragedies that impaired drivers caused. They never wanted their loved one to be forgotten. These early pioneers included Sally Gribble (British Columbia), Gladys Armstrong and Pat Baril (Alberta), Margaret Taylor (Manitoba), and PRIDE (Ontario). We are indebted to these groups and individuals for their tireless work in support of victims of impaired driving and their courage in making a difference in their communities.

In 1990, MADD Canada successfully obtained a trademark license from MADD US. MADD Canada chapters began to sprout up across the country.

Originally, society resisted change. Anti-impaired driving groups were not readily accepted. The public did not support preventative measures such as sobriety checkpoints.

As the movement continued to grow, MADD Canada became known as the voice for impaired driving victims and the leading expert in the field of impaired driving. Members went public with their personal stories and put a face and name to what used to be a statistic. They diligently met government officials over the years to tell their stories and urge them to pass tougher legislation that took impaired driving seriously and gave police the tools to make our roads safer. Extensive research was conducted in Canada and worldwide regarding the effects of impaired driving on society and how change can make a difference.

Public awareness campaigns like Project Red Ribbon and Campaign 911 engaged the public in the fight against impaired driving. Extensive TV and radio public service announcements reminded everyone to not drink and drive.

Victim support services at MADD Canada evolved through the years. MADD Canada developed a comprehensive list of free services to victims and has done extensive outreach to the public to increase awareness of these services. When tragedy strikes, impaired driving victims are now more and more aware that MADD Canada is here to help them with many of the issues they face. If they have lost a loved one or been injured they can call 1-800-665-6233 to get phone support, referrals, materials and information on the organization’s Memorial Wall and online tributes, so they can start building a legacy in their loved one’s name.

If there is a chapter in their area, victims are then referred to trained Victim Services Volunteers (VSVs). The first level of training is available online to all MADD Canada members to assist them in their local work and help them be knowledgeable and sensitive to victims’ needs. For volunteers wishing to be VSVs, there is a screening process and then a national face-to-face training weekend to ensure the support victims receive locally is consistent and compassionate. Once the training is successfully completed, VSVs then become the local contact for victims and can supply information, referrals, court accompaniment whenever possible and assistance with Victim Impact Statements. This support can last several months or even years.

Have we been successful in our mission? In many ways, the answer is “Yes”. Today, society denounces impaired driving. It is no longer acceptable to drink and drive. Lives have been saved and injuries prevented. However, impaired driving remains the number one criminal cause of death in Canada. Every day on our roadways, an average of four Canadians are killed and slightly fewer than 190 injured in impaired driving crashes. There are still far too many victims and we are determined to continue. Our volunteers are our greatest strength.

In the words of our national president, Margaret Miller:

“Together, we will stop impaired driving. Maybe not today or tomorrow – but our message is getting out there and people are listening. It makes me believe in the inherent goodness of mankind and the great possibilities for the future – one that is without impaired driving and with no need for impaired driving victim support. That’s my hope for the future.” 

Wanda Kristensen,
Director of programs,
MADD Canada