MADD Canada Launches a New PSA Campaign to Shift the Conversation on Impaired Driving

OAKVILLE, Ontario, Aug. 31, 2026 (GLOBE NEWSWIRE) -- With the Labour Day long weekend fast approaching, MADD Canada has partnered with creative agency Movement to create Thanks For Leaving Me, a new perspective-shifting Public Service Agreement (PSA) campaign reminding Gen Z and all Canadians that driving impaired is never an option.

Building on the momentum of MADD Canada’s previous Heroes campaign, Thanks For Leaving Me takes a new approach to impaired driving prevention. Rooted in research showing more than half Canadians report feeling a special, emotional connection to their vehicles¹, the campaign taps into the idea that our cars are more than just machines. They are part of our daily lives, carrying us to work, school, celebrations and home; and for many, they feel like part of the family.

The campaign's centerpiece is a cinematic spot shot entirely from a unique and unexpected perspective: the point of view of a parked car. The creative delivers a supportive message from the vehicle to its owner, reminding drivers that the people (and cars) that love you want you to get home safely. When impaired, the smartest and most caring move a driver can make is to leave their vehicle behind.

“Every year, hundreds of people are killed and thousands more are injured in impaired driving crashes that are entirely preventable,” said Dawn Regan, Chief Operating Officer of MADD Canada. “Prevention starts with making the right choice before getting behind the wheel. Thanks for Leaving Me challenges Canadians to think differently about that choice. If you’ve been consuming alcohol, cannabis and/or other drugs, leave your vehicle behind, find a safe way home and come back for your car when you are sober. That simple decision can save a life and prevent injuries.”

“We set out to tackle the issue of impaired driving without relying on traditional shock or fear-based tactics by leaning into the emotional bond Canadians have with their cars,” said Jason Dunphy, Founder of Movement. “We create a message aimed at empowering drivers to make the right decision. When the choice is driving impaired, leaving your car behind is an act of responsibility, not abandonment."

The integrated awareness campaign officially rolls out today, strategically timed to coincide with the Labour Day long weekend, when Canadians are traveling, gathering and celebrating with families and friends. The campaign will continue to build momentum through Thanksgiving and into the holiday season, reinforcing the message that it is important to plan ahead and choose a safe ride home. Thanks For Leaving Me will be supported across multiple touchpoints. The broadcast spots (available in :30s, in both English and French) are being distributed to national broadcast partners. The campaign will also be amplified through national Out-of-home placements, radio broadcasts, social media, and content from creators and influencers across Canada.

To view the Thanks For Leaving Me PSA campaign, click here.

To help ensure everyone gets home safely this Labour Day long weekend and all year long, we all have a role to play: 

• Never drive a car, boat, an ATV or any other motorized vehicle while impaired; 
• Never get into a vehicle being operated by someone who is impaired;
• Always plan ahead so you know how you are getting home safely;
• Call 911 if you see a driver you suspect is impaired.
  
  

Those looking for a sober and reliable ride home at the push of a button can check out Uber, MADD Canada’s Official Designated Rideshare APP. Visit www.uber.com/ca/en/ for more information.

About MADD Canada: MADD Canada (Mothers Against Drunk Driving) is a national, charitable organization that is committed to stopping impaired driving and supporting the victims and survivors of this violent crime. With volunteer-driven groups in close to 100 communities across Canada, MADD Canada aims to offer support services to victims, heighten awareness of the dangers of impaired driving, and save lives and prevent injuries on our roads.

About Movement: At the core of every challenger brand is a well of untapped, pent-up energy trying to break free. At Movement, we are built to unlock those energy reserves and transform them into clear, forward brand movement. Fuelled by an adoration for our craft and curiosity for everything we do, we deliver top-tier talent using our efficient Triforce team structure. We also bake research and testing into our process, ensuring every brave creative choice is built on real insights and collaboration.

For more information, contact:

Arielle Nkongmeneck, Communications Manager, MADD Canada, ankongmeneck@madd.ca or 1-800-665-6233 ext. 240

Jason Dunphy, Founder, Movement, jason@withmovement.ca

1.    https://driving.ca/auto-news/news/canadians-love-their-cars-but-they-hardly-ever-use-em