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On The Roads and on the Water- Sober Driving Is Key to Having a Safe Summer Season

OAKVILLE, ONTARIO -- (Marketwired) -- 05/16/14 -- Today, MADD Canada kicks off its Campaign 911 summer awareness program just in time for the Victoria Day long weekend being observed in most of the country.

"This long weekend, and all summer long, make safety a priority. If alcohol and/or drugs are involved, leave the driving to someone sober," said MADD Canada National President Angeliki Souranis. "Do it for your sake, your family's sake, and the sake of everyone sharing the road and waterways with you."

The risk of impaired driving is traditionally higher during the summer months and on long weekends. Canadians can keep themselves and one another safe by following these simple rules:


--  Don't drive a car, boat, ATV or any other vehicle while impaired

--  Don't get into a vehicle operated by someone who is impaired

--  Call 911 if you see a driver you suspect is impaired

MADD Canada's Campaign 911 reminds Canadians about the dangers of operating any motor vehicle while impaired, and encourages people to report suspected impaired drivers and boaters to police. The 2014 program is being sponsored by Allstate Insurance Company of Canada and Maritime Ontario Freight Lines Ltd.

"Allstate Canada is proud to support MADD Canada and its Campaign 911 program," said Allstate Insurance Company of Canada President and Chief Executive Officer John O'Donnell. "This awareness effort offers a tangible and effective way for the public to help police take impaired drivers off our roads and make communities safer for everyone."

The key focus of both campaigns involves incorporating large, highly-visible signage on roadsides, and at harbours, marinas and boat launches, to encourage people to call 911 if they see a driver they suspect is impaired. Call 911 programs have been established in communities in Newfoundland & Labrador, Prince Edward Island, New Brunswick, Nova Scotia, Ontario, Manitoba, Saskatchewan, Alberta, British Columbia, and Yukon. In 2010, the campaign was extended to the waterways in recognition of the fact that alcohol plays a significant role in about 40% of the recreational boating fatalities that occur each year. With financial contributions from Transport Canada, more than 350 "Don't Boat Impaired" signs have been installed at harbours, marinas and boat launches across the country.

MADD Canada Chapters and Community Leaders join their local police and other partners to promote Campaign 911. Through signs, billboards, public service announcements and other materials, the partners inform the public about road safety, the possible signs of an impaired driver or impaired boater, and tips on what to do if you spot one. For more information, visit the Campaign 911 pages of MADD Canada's web site at:

http://www.madd.ca/madd2/en/services/awareness_campaigns_campaign_911_boating.html

The start of this year's Campaign 911 program coincides with the launch of MADD Canada's newest television public service announcement (PSA). The 30-second PSA, called Backyard Patio, depicts an innocent and average situation and, in a shocking twist, shows how tragedy can strike when someone decides to drive while impaired. The spot can be viewed on the MADD Canada web site at www.madd.ca.

"We hope this PSA, while it may be a bit startling to some, will really drive home the message that impaired driving can strike anyone, at any time," said Ms. Souranis. "We hope it will reinforce the fact that impaired driving is never worth the risk and encourage people to always drive sober."

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 Allstate Insurance Company of Canada

Allstate Insurance Company of Canada is one of the country's leading producers and distributors of home and auto insurance products, serving Canadians since 1953. The company strives to keep its customers in "Good Hands®" as well as its employees, and has recently been listed for the second year in a row on the Best Employers in Canada list. Allstate Canada is committed to making a positive difference in the communities in which it operates and has partnered with organizations such as Mothers Against Drunk Driving (MADD Canada), United Way and Junior Achievement. To learn more about Allstate Canada, visit www.allstate.ca.

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