If anyone needed a reminder that driving impaired can devastate your life, Madd (Mothers Against Drunk Driving) Canada and Uber have produced a harsh but very effective one with their latest public service awareness ad.
The duo have introduced 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 gut-punching overarching message — no mom should have motherhood taken away — this PSA encourages viewers to consider how their decisions have a lasting impact on those closest to them.
The spot follows a mother who has lost her son to impaired driving. It starts with a mom sobbing in a hospital waiting room, then travels through some of her most precious memories as she says goodbye to each special moment with her son. It ends with a simple request: "If you're impaired, request a safe ride home."
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.
“Canadians are still driving while impaired. We needed a new approach to get through to what may be a desensitized audience,” said Zak Mroueh, chief creative officer 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.”
Madd Canada's chief executive officer, Andrew Murie, added: “This PSA shows the profound impacts that choosing to drive impaired can have on the ones we care about. 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, 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.
The PSA will air on national television throughout the holiday season and is being supported by a launch event celebrating drivers who spend their nights providing a safe ride home. It will be promoted through direct communications to riders and drivers, in the Uber app, and on social media by Uber and Madd Canada.