Of the many collaborative partnerships that the LCBO is involved in, our 20-year relationship with MADD Canada continues to be one of the most successful.
In addition to creating impaired driving advertising with MADD Canada, the LCBO also supports their School Assembly Program and the Project Red Ribbon campaign through the December in-store Giving Back In Our Community fundraising.
In December 2014, our customers and staff raised a new record of $2.3 million for MADD Canada, which enables 1,500 schools across Ontario to screen the School Assembly Program at no charge to the schools. Thanks to the generous donations of LCBO customers, this is the fourth consecutive year of presentations at no cost to the schools.
The School Assembly Program is a compelling film that mixes fiction and real-life victim testimonials. More than half a million Ontario students will see the latest film called “24 Hours” this year, empowering them to make responsible choices and not drink and drive.
“24 Hours” is a powerful dramatization about the tragic consequences of impaired driving as depicted by a group of youths who attend a bush party. The video ends with testimonials from real-life victims who share their heartbreaking stories with the audience.
To view a trailer of “24 Hours”, click here.