A ribbon cutting ceremony marks the official launch of the Project Red Ribbon campaign by MADD Lethbridge & Area, November 25, 2022. (Photo: Lethbridge News Now)

By David Opinko

Project Red Ribbon raising awareness for impaired driving in Southern Alberta

Nov 25, 2022 | 12:58 PM

COALDALE, AB – Mothers Against Drunk Driving (MADD) has launched their annual holiday campaign in opposition to impaired driving.

Members of MADD Lethbridge & Area held an official launch event for Project Red Ribbon at the Coaldale Fire Hall on Friday, November 25, 2022.

President Anita Huchala says, “The idea behind the project is to bring awareness to impaired driving right across Canada by asking individuals to tie a red ribbon onto their vehicle, backpack, or briefcase to show their support and their commitment to not driving impaired, as well as in honour of the victims we have lost to impaired driving.”

Lethbridge Police Service Sgt. in charge of the Traffic Response Unit Daniel Lomness says, in 2021, police in the city charged 272 impaired drivers. So far this year, that number has decreased to 180.

“That number is coming down, so people are making some responsible choices in finding alternative ways home, especially if they’re out consuming alcohol or cannabis, but we can definitely be better for sure,” says Lomness.

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Several of those in attendance shared their own personal stories of how impaired driving has impacted they and their families, including members of the public, first responders, and elected officials.

Coaldale Mayor Jack Van Rijn says he has spent a total of 33 years as an emergency medical technician in Coaldale and several years as the town’s deputy fire chief.

He told LNN that he has responded to more impaired driving collisions than he would care to remember.

“When we go to a collision in the general area of Coaldale, there was a very good chance that I knew the person involved,” says Van Rijn. “When it involved an impaired driver and there was death or injury involved, then it really hits home as far as how it effects the family.”

Van Rijn hopes that campaigns like Project Red Ribbon will help to drive home the point that impaired driving is always preventable.

As an alternative to driving home impaired after a night out, Lomness suggests planning ahead by calling a cab, having a designated driver, staying the night with a trusted friend, or by utilizing services such as Operation Red Nose.

You can learn more about Project Red Ribbon on the MADD Canada website.

A display from MADD Lethbridge & Area at the launch of the Project Red Ribbon campaign, November 25, 2022. (Photo: Lethbridge News Now)

READ MORE: Operation Red Nose returns, providing safe rides home over the holidays