MADD Canada Urges Sober Driving Amid Holidays of Love and Connection

OAKVILLE, ON – February 11, 2026 – As Canadians make plans for Valentine's Day dinners and Family Day gatherings, Mothers Against Drunk Driving (MADD) Canada has launched a poignant public awareness campaign with a simple but life-saving message: choose love, choose sober driving. The national charity is urging anyone whose celebrations may include alcohol, cannabis, or other drugs to plan ahead for a safe and sober ride home, emphasizing that holidays built on connection should not end in tragedy.

While these mid-February holidays are a time for creating cherished memories, the organization highlights that they can be profoundly difficult for those whose lives have been irrevocably altered by an impaired driver. For them, these dates are often stark reminders of loss and life-altering injuries.

The Unseen Scars of a Preventable Crime

The emotional core of MADD Canada's message is the deep and lasting trauma inflicted on victims and their families. The organization stresses that impaired driving is not a victimless, abstract statistic but a violent crime with devastating real-world consequences. This reality is embodied by the organization's own leadership.

“Behind every statistic is a family whose life has been forever changed,” said MADD Canada National President Tanya Hansen Pratt, whose mother, Beryl, was killed in an impaired driving crash in 1999. “Valentine’s Day and Family Day should be about creating memories, not mourning loved ones. The best way to show love is by making the responsible decision not to drive impaired.”

This personal testimony cuts through the data to the heart of the issue, framing the choice to drive sober not just as a legal requirement, but as an act of love and responsibility towards one's community. MADD Canada provides a crucial support system for those left to navigate the aftermath of these preventable incidents. The charity offers a wide range of services for victims and survivors, including emotional support, guidance through the complexities of the criminal justice system, court accompaniment, and assistance with victim compensation applications. These services underscore that the impact of a single poor decision can ripple through a family and community for years, requiring long-term support.

A Complex National Picture: Progress and Persistent Dangers

Recent statistics on impaired driving in Canada paint a complex and, at times, contradictory picture. On one hand, police-reported data from 2023 shows that the overall rate of impaired driving incidents reached its lowest point on record, at 179 incidents per 100,000 population. However, this positive trend is shadowed by more troubling figures. In that same year, incidents of impaired driving causing bodily harm surged to the highest number recorded since 2017. Furthermore, MADD Canada's own analysis indicates a 14% increase in crash deaths involving a drinking driver in 2022 compared to the previous year, with such incidents accounting for roughly one in four of all crash fatalities.

The challenge is compounded by shifting public attitudes and behaviours. A 2025 survey revealed a sharp increase in self-reported drinking and driving, with 9.2% of drivers admitting to having driven when they believed they were over the legal limit—a significant jump from 5.9% in 2024. Alarmingly, this coincided with a two-decade low in public concern, with only 71.8% of Canadians viewing the issue as very or extremely serious. This growing complacency presents a major hurdle for advocacy groups.

The issue also varies significantly by region. While Ontario and Quebec reported the lowest impaired driving rates in 2023, rates in Atlantic Canada were considerably higher, with Prince Edward Island reporting the highest among all provinces. The territories face an even more severe crisis, with rates exponentially higher than the national average. This regional disparity highlights the need for tailored, localized enforcement and education strategies.

Evolving Threats Require Modern Solutions

To combat this persistent threat, MADD Canada and other safety advocates recognize that strategies must evolve. Research from the Traffic Injury Research Foundation (TIRF) has pointed to changing consumption patterns, such as a notable increase in individuals drinking alone at home before driving. This shift means that traditional awareness campaigns focused on bars and restaurants are no longer sufficient on their own.

In response, MADD Canada is increasingly focused on promoting practical, accessible solutions that fit modern lifestyles. A cornerstone of this approach is its partnership with Uber, naming the company its Official Designated Rideshare APP. This collaboration directly addresses the need for convenient and reliable alternatives to driving impaired. By leveraging technology, the organization helps make the safe choice the easy choice.

By simply opening an app, individuals can arrange for a sober ride home at the push of a button, removing common excuses related to cost or inconvenience. This focus on tech-driven solutions and corporate partnerships represents a critical evolution in the fight against impaired driving, moving beyond awareness to provide tangible, real-time tools for prevention.

The Road Ahead: Enforcement and Individual Responsibility

Alongside public awareness and modern solutions, a robust legal and enforcement framework remains essential. Canada has strict federal laws against impaired driving, with prohibited blood-alcohol concentration (BAC) set at .08 and specific limits for THC, the active compound in cannabis. However, provinces also have additional powers. British Columbia, for instance, implemented Mandatory Alcohol Screening in 2018, allowing police to demand a breath sample from any lawfully stopped driver. Alberta employs immediate license suspensions and vehicle seizures for drivers with a BAC between .05 and .08.

Ultimately, MADD Canada's campaign brings the focus back to the power of individual choice. The organization urges all Canadians to internalize four simple but critical rules:

• Never operate any vehicle—including cars, snowmobiles, or ATVs—while impaired by alcohol or other drugs.
• Always plan ahead for a sober ride home before the first drink.
• Never get into a vehicle with a driver you know or suspect is impaired.
• Call 911 immediately to report a driver you suspect is impaired.

As Canadians celebrate with loved ones this February, the message from safety advocates is unequivocal: the most profound way to show love and care is by making decisions that ensure everyone gets home safely.