MADD Canada and NB Liquor Kick Off School Assembly Program Tour With Provincial Launch of New French Program, Dommages

FREDERICTON, NEW BRUNSWICK--(Marketwire - Oct. 6, 2011) - The main characters may be fictional, but the Damages caused by impaired driving are very real, as New Brunswick students will see during MADD Canada's 2011-2012 School Assembly Program.

This year's program, called Damages, takes students beyond the crash to see the human impact and legal consequences of impaired driving. MADD Canada and Provincial Sponsor NB Liquor host the provincial launch of the French program, Dommages, at École Sainte-Anne in Fredericton today.

In the dramatic mini-movie, students follow Patrick from his terrible decision to drive impaired through the resulting horrific crash and into the criminal justice system where he must face the consequences of his actions. Patrick's bright future and plans for university are replaced with the possibility of a prison term and a criminal record. Following the fictional story, students see video testimonials from real-life victims who have lost loved ones in impaired driving crashes.

"Patrick's story starts off with a situation and a choice that most young people will face at one time or another," said Denise Dubyk, MADD Canada's National President. "With the presentation and the accompanying curriculum guide, we want to educate students so that they don't end up like Patrick and his friends. We want to give the facts and tools they need to make safe choices that help protect them and their peers."

Ms. Dubyk thanked NB Liquor for its provincial sponsorship of the program. In addition to sponsoring 56 English and French shows across the province, NB Liquor's support helped MADD Canada produce Dommages, the first entirely separate French production of the show. "We cannot thank NB Liquor enough for its commitment to this program. With their support, Dommages and Damages will be seen by over 50,000 students across the province."

In addition to the School Assembly Program, long-time partner NB Liquor has supported Project Red Ribbon and helped launch Campaign 911 in New Brunswick. NB Liquor, its employees and customers support MADD Canada's programs and services through in-store prompted donation campaigns and proceeds from the sale of its re-usable, recyclable shopping bags. In 2010, NB Liquor also sponsored the production of English and French public service announcements featuring the powerful stories of two victims of impaired driving.

"Helping to raise awareness about the dangers of impaired driving is a significant part of NB Liquor's commitment to social responsibility," said Daniel Allain, President & CEO. "We are proud to work with MADD Canada to present Damages and Dommages to New Brunswick students and educate them about the vital role they can play in stopping impaired driving."

Young people, more than any other age group, are over-represented in alcohol-related crashes.

• In 2008, young people between the ages of 16 and 25 made up 13.7% of the population, yet accounted for 33% of total alcohol-related crash deaths.
• Young people have high rates of driving after drinking and of being a passenger of a driver who has been drinking or taking drugs.
• The use of drugs is also a major concern; Canadian youth between the ages of 14 and 25 have one of the highest rates of cannabis use in the world.

The School Assembly Program has been a cornerstone of MADD Canada's youth services since 1994. By presenting students with solid information and best practices to help them understand the issue of alcohol and/or drug impaired driving, MADD Canada hopes to enlist all young people in the effort to end impaired driving. Nation-wide, the 2011-2012 School Assembly Program will be seen by more than 1 million students across Canada over the course of this school year.

About MADD Canada

MADD Canada (Mothers Against Drunk Driving) is a national, charitable organization that is committed to stopping impaired driving and supporting the victims of this violent crime. With volunteer-driven groups in more than 100 communities across Canada, MADD Canada aims to offer support services to victims, heighten awareness of the dangers of impaired driving and save lives and prevent injuries on our roads.

About NB Liquor

NB Liquor is a Crown Corporation of the Province of New Brunswick with annual sales of $412.4 million and with a network of 47 retail stores, 73 licensed agency partners, 456 permanent employees and 1,878 regular listed products. While responsibly hosting New Brunswick's beverage alcohol experience, NB Liquor's vision is to be recognized as a high performance retailer, engaging employees in service excellence.