MADD and the TTC appealing to road users to make smart choices this holiday season

Mothers Against Drunk Driving (MADD) Toronto Chapter and the TTC have launched a powerful holiday campaign urging road users to make smart choices: take public transit or drive sober.

This morning, Toronto Mayor Olivia Chow unveiled a fleet of TTC buses featuring images of innocent victims of impaired driving – a poignant reminder of the devastating consequences of driving under the influence. These public service ads are part of MADD’s annual Project Red Ribbon campaign.

“This campaign is about saving lives,” said Mayor Olivia Chow. “Even small amounts of alcohol can affect your perception, vision, concentration, and reaction time, and cause drowsiness. All of these increase your risk of making a tragic mistake on the roads. It’s simply not worth the risk. With so many public transit options in Toronto, there’s no excuse. If you are impaired in any way, don’t drive.”

“The images on these TTC buses are not just pictures. They are faces of real people whose lives were cut short by impaired driving,” said TTC Chair Jamaal Myers. “Each one tells a story of a family forever changed. This campaign is a call to action for all of us to make responsible choices, prioritize safety, and ensure the holiday season is filled with joy and togetherness, not tragedy and loss.”

“The TTC is proud to support MADD Toronto Chapter for Project Red Ribbon,” said TTC CEO Mandeep S. Lali. “Every TTC ride is an opportunity to choose safety over risk. Plan ahead this holiday season, leave your car behind, and take transit. Together, we can prevent tragedies and make sure everyone gets home to their loved ones safely.”

MADD Toronto Chapter President Bob Carreau emphasized the campaign’s emotional impact.

“MADD Toronto is grateful for the TTC’s continued partnership with the Red Ribbon Campaign. Each photograph on these buses represents a life lost and a family forever changed. Let’s honour their memory by pledging never to drive impaired,” he said.

The campaign launch at the TTC’s Wilson Garage brought together families of victims, senior officers from Toronto Police Service, Ontario Provincial Police, Toronto Fire Services, and Toronto Paramedic Services. Running from November through January, Project Red Ribbon symbolizes a pledge to drive sober and pays tribute to the thousands of Canadians killed or injured in crashes involving alcohol and drugs each year.

Twenty-four TTC buses featuring the campaign are now operating on routes throughout Toronto. Further details of Project Red Ribbon can be found at: https://maddchapters.ca/toronto/