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Joyce Nickerson (Left from middle), President of MADD Saint John speaking at King's Square about Project Red Ribbon. Image: Alex Allan

Annual campaigns unite to combat holiday impaired driving in Saint John

By Alex Allan Dec 6, 2024 | 7:26 PM

Mothers Against Drunk Driving (MADD) Saint John and MADD Canada launched their annual Project Red Ribbon campaign on Friday.

The campaign encourages Canadians to display red ribbons and car decals to show their commitment to driving sober.

Running from Nov. 1, 2024, to Jan. 6, 2025, the campaign honours those affected by crashes involving alcohol, cannabis, and other drugs.

Joyce Nickerson, president of MADD Saint John, emphasizes the personal commitment involved in participating.

“When we tie the red ribbon on, it’s your way of showing to drive safe and giving respect for anybody that’s been through impaired driving crashes, which are 100% preventable,” Nickerson said.

In collaboration with Justice and Public Safety and the Kennebecasis Regional Police Force, the Saint John Police Force is conducting its annual Festive R.I.D.E. Campaign throughout December.

This initiative aims to reduce impaired driving through education, deterrence, and enforcement, with checkpoints and patrols targeting impaired drivers.

Corporal James McKay (Middle) speaking about Project Red Ribbon and the R.I.D.E. campaign at King's square. Image: Alex Allan

Cpl. James McKay of the Kennebecasis Regional Police Force noted the positive impact of mandatory breath demands introduced in 2018.

“People are more aware now, with more cars left at arenas and ball fields, and more people using cabs and designated drivers,” McKay said. “We just want everyone to have fun and get home safely. Don’t drink and drive — that’s the message.”

McKay emphasized their commitment to partnering with MADD and other organizations to raise awareness and highlight the seriousness of impaired driving.

Even though there have been improvements, Nickerson points out that more needs to be done.

“There are still people that are not paying attention to impaired driving, they’re still doing it. It’s more than ever sometimes now, and at this time of the year it’s a lot,” Nickerson said.

For nearly four decades, Project Red Ribbon has been raising awareness about the dangers of impaired driving.

Ensuring a safe holiday season requires everyone’s help; report any suspected impaired driving to 911 immediately.

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