“Our drivers are on the roads every day and we have worked diligently to ingrain road safety into our culture; it is something we reinforce every day,” said Tom Kenny, Chief Executive Officer, RTL-Westcan. “Partnering with MADD Canada in its efforts to prevent impaired driving is a natural fit for our company. We are in a unique position to deliver the message about calling 911 to report suspected impaired drivers.”
Tragic and unnecessary crashes happen on Canadian roads every day as a result of impaired driving. In fact, impaired driving continues to be the leading criminal cause of death in Canada, claiming between 1,250 and 1,500 lives every year. A further 63,000 are injured every year in impaired driving crashes.
Motorists in Western Canada and the Northwest Territories are seeing Michael’s photo and story on roads and highways, as decals featuring his picture are put on more than 20 trailers in the RTL-Westcan fleet. The joint effort with MADD Canada serves as a reminder to all motorists about the dangers of impaired driving and encourages people to call 911 to report drivers they suspect are impaired.
Michael Knox was doing the right thing. As the designated driver, he made sure his group of friends got home safely. Tragically, he did not. After dropping his friends off – and just blocks from his home – Michael was struck and killed by an impaired driver.
Through the sponsorship agreement, RTL-Westcan will be involved with MADD Canada’s long-standing Project Red Ribbon and the School Assembly Program, which visits more than 1 million students across Canada annually. RTL-Westcan will be adding decals to more vehicles in their fleet over the three-year sponsorship period, each year depicting a different victim of impaired driving.