MADD Canada and Uber Canada fight impaired driving at the holidays.

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Canada leads all nations with more than a third of road fatalities involving alcohol impairment. Crashes involving alcohol and/or drugs are the leading criminal cause of death in Canada, with an average of four Canadians killed in crashes involving alcohol and/or drugs every day (see this link for additional information).

With this in mind, Uber Canada in partnership with MADD Canada are launching a joint fundraising and awareness campaign to remind Canadians of the dangers and consequences of impaired driving.

The partnership campaign kicks off with the unveiling of a public service announcement, created by Zulu Alpha Kilo. With its overarching message—No mom should have motherhood taken away—this new PSA encourages viewers to consider how their decisions have a lasting impact on those closest to them. The spot follows a mother who’s lost her son to impaired driving. We travel through some of her most precious memories as she says goodbye to each special moment with her son. MADD Canada reminds viewers to make a responsible choice.

“Canadians are still driving while impaired. We needed a new approach to get through to what may be a desensitized audience,” said Zak Mroueh, CCO and founder of Zulu Alpha Kilo, “Peoples’ choices are devastating families, so framing it as a loss of motherhood could provoke someone to reconsider how they get home.”

“This PSA shows the profound impacts that choosing to drive impaired can have on the ones we care about,” said MADD Canada Chief Executive Officer Andrew Murie. “Having safe, convenient and accessible transportation options is critical, which is why we are so excited to partner with Uber to help reinforce this important message.”

The PSA is partnered with an Uber-led fundraising initiative. Uber Canada in partnership with MADD Canada is encouraging Uber riders to thank the drivers who dedicated their time to getting them home safely. Together, the organizations have set the goal to raise up to $100,000 before the end of the year.

Uber Canada will make a $1 donation to MADD Canada for every “Compliment” badge riders give via the app to their driver during the month of December. 100,000 thank you’s goes a long way in drawing awareness and helping recognize the important work that drivers do and how they provide a safe transportation alternative.

“We’re excited to give our riders the opportunity to show their appreciation to drivers and help stop impaired driving by supporting MADD Canada,” said Adam Blinick, Director of Public Policy and Communications for Uber Canada. “As the official designated driving app of MADD Canada, we’re committed to fighting impaired driving and helping Canadians make smart transportation decisions as they celebrate the holiday season.”

The PSA will air on national television throughout the holiday season. It’s being supported by a launch event celebrating drivers who spend their nights providing a safe ride home and will be promoted through direct communications to riders and drivers, in the Uber app, and on social media by Uber and MADD Canada.



Client (Company): Uber Canada

Agency: Zulu Alpha Kilo

Creative Director: Zak Mroueh

Art Director: Charline Fauche-Simon
Writer: Angeline Parsons
Agency Producer: Revital Grunberg, Cherie O’Connor, Raquel Rose
Account Team: Nadine Arsenault, Kendal Saby

Strategic Planner: Jennifer Breton, Heather Segal

Clients: Erica Edwards, Lindsay Liptok, Melanie Boudreau

Production House: Skin and Bones Film Company
Director: Adam Azimov

Production House Executive Producer:  Tasha Litt

Production House Line Producer: Luke Bryant

Director of Photography: Daniel Grant

Casting Director: Shasta Lutz, Jigsaw Casting
Video Post Facility / Editing Company: Skin and Bones
Editor: Mitch Finn

Compositor / Online: Andy Hunter, Redlab
Colourist/Transfer: Jason Zukowski, Redlab
Audio Post Facility/Music House: Vapor RMW
Audio Director: Brendan Quinn/Joey Serlin

Music Supervision:  Danielle Lindy

Producer: Kat Stewart

Engineer: Julian Rudd