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Mothers Against Drunk Driving Canada Says it’s Time That Everyone Got the Message on Impaired Driving

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MADD Canada and Rethink's powerful PSA's raise awareness on the disturbing trends around impaired driving

Mothers Against Drunk Driving Canada Says it’s Time That Everyone Got the Message on Impaired Driving

Following the release of their National Survey On Driving After Alcohol, Cannabis, Or Illicit Drug Use, MADD Canada has debuted a series of new public service announcements to bring further awareness to the disturbing impaired driving trends uncovered. 

The PSAs, which begin airing on TV and in print today, are an art directional homage to a message in a bottle, wherein model crashes are set inside some of the world’s most iconic alcohol bottles. In this case, the ‘message’ is that grave consequences can result from consuming what’s inside the bottle and choosing to get behind the wheel.

The crash models were handmade by model builder Matthew Kett. To achieve this art directional homage to a message (or ship) in a bottle, the videos were shot with a robotic arm, single-take style by photographer Adrian Armstrong, and finished with special effects by Wingman. The PSA is supported with a media buy from Carat Media.

Among the drivers surveyed in the new study, of the 67% who had recently used alcohol, one in ten of these drivers admitted to driving knowingly impaired at least once in the last six months. The main reasons justifying their actions are that they don’t feel impaired, they don’t have to drive a far distance, or they think they could drive carefully. In short, driving after consuming alcohol or cannabis is ‘no big deal’.

“It is incredibly frustrating to hear the reasons why people get behind the wheel after consuming alcohol, cannabis, or other drugs,” said MADD Canada national president Jaymie-Lyne Hancock. “People know that driving under the influence is dangerous and illegal, and they risk it anyway. It will not matter that you didn’t feel impaired or didn’t have far to go if you cause a crash that kills or injures someone.”

With the launch of this PSA, MADD Canada is hoping to reach every Canadian who turned to alcohol and drugs to help cope during the pandemic. 25% of Canadians aged 35-54 reported an increase in drinking due to Covid-19.* Half of cannabis users increased their consumption during the first wave of the pandemic.** And now that provinces are loosening Covid-19 restrictions-- which includes the reemergence of drive-in shows-- MADD Canada urges Canadians with a renewed sense of freedom to think twice before getting behind the wheel.

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Client: Mothers Against Drunk Driving Canada


CCO: Aaron Starkman

Head of Art: Joel Holtby

Executive Creative Director: Mike Dubrick

Creative Director: Joel Holtby, Dhaval Bhatt

Copywriter: Dhaval Bhatt, Xavier Blais

Art Director: Joel Holtby

Designer: Joel Holtby

CSO: Sean McDonald

Director Of Broadcast/Producer: Shelby Spigelman

Director Of Print Production: AJ Merrick

Print Producer: Narine Artinian


Mini Model Builder: Matthew Kett

Photographer: Adrian Armstrong

Photography Agency: Fuze

Editorial: School Editing

Editor: Matthew Kett

Exec Producer: Sarah Brooks

CG/VFX/Finishing: Wingman VFX

Exec Producer: Samantha Simpson

CG Artist/Compositor: Sean Douglas

Colour: Alter Ego

Colorist: Eric Whipp

Colour Producer: Spencer Butt

Audio House: Vapor Music

Exec Producer: Lindsey Bates

Creative Director: Ted Rosnick

SFX: Kevin Chamberlain

Engineer Ethan Myers

Media: Carat Canada

Account Director: Jordan Baker


Dentsu: Colleen McQuaid

Dentsu: Dave Morgan

Account Management

Communications Manager: Sara Lemmermeyer


PR: Rethink

Strategic Communications Lead: Meredith Montgomery

Communications Manager: Sara Lemmermeyer

Categories: Awareness, Corporate, Social and PSAs

Rethink, Wed, 07 Jul 2021 14:31:01 GMT