November 2006

 

Launch of keepcontrol.ca

"This is a public awareness campaign the likes of which Ontario has never seen before," said Clifford Mushquash, a 19-year old Niagara College student who helped dream up the Keep Control campaign against binge drinking.

Print ads feature snapshots that could have been taken at any high school party and hard-hitting captions that include "Five drinks ago, Aidan didn't think he'd be raping his friend's sister" and "Two coolers ago, Julie didn't think she'd be screwing around on her boyfriend."

It seems to have been a long time coming, but as of November 1, 2006, the campaign www.keepcontrol.ca is now here! The campaign launch - one of six held across the province - was at the 10th annual IMPACT Youth Conference on Substance Abuse, which brought together 175 Niagara high school students. This event saw the initial launch of a comprehensive, interactive website; a TV commercial airing on MuchMusic; Radio PSA; educational presentations; and a whack of promotional materials including t-shirts, posters, 9-foot displays, and others.

Taking a harm reduction approach to risky drinking among Ontario’s youth, this province-wide, bilingual, multi-faceted, social marketing campaign identifies problems and safety strategies associated with binge drinking. "We're not saying go to a movie Friday night and play crib with your parents on Saturday," Mushquash said. "We're not saying don't drink … We're saying, when you drink, know how to control the risks."

In addition to the campaign's official launch in Niagara region, five other sites will host similar launch events in November within their communities to help build awareness around this issue. Following these launch activities, a presentation about the campaign will be given via teleconference on November 9th. Further, train-the-trainer sessions will be held in various communities throughout December and January based upon request and available resources.

Visit www.keepcontrol.ca or email keepcontrol@opha.on.ca for further details.

Dropping the BAC is long overdue

Marina Alvarez and daughter Julia, presently bound to wheelchairs and healing slowly, know first hand the incredible toll drunk driving has had on their lives. Both have been critically injured while relatives, including Marina son's Allan, died in an accident fuelled by alcohol.

Their story is covered by The Toronto Star which recently ran a well researched news series entitled "One for the Road" which focused on impaired driving in Ontario, the devastating effects it brings, and why after twenty plus years of social marketing campaigns and enforcement of driving laws, it still kills thousands each year.

Among other initiatives, lowering the BAC is one strategy that has been researched to work in many jurisdictions. Robert Solomon, MADD Canada's Legal Director states "research from around the world indicates such measures will save lives on Canada's roads. [Lowering the BAC] will effectively reduce the amount a person can currently drink and then legally drive".

"Given there are good examples of effective provincial impaired driving laws in our country today, we want to see changes – faster" states Andrew Murie, CEO of MADD Canada. Over 70% of Canadians agree with Murie, believing the current legal drinking limits should be reduced, as identified in a SES public opinion survey in November 2005.

It is with this thinking that Kelowna, British Columbia MP Ron Cannan has put forth a Private Members Bill to set a new 0.05% BAC legal limit for drinking and driving. This initiative has also been backed by Susan Kadis, Thornhill MP, who stated that a bill of this kind "is long overdue".

Ms. Kadis points out that almost four Canadians are killed and nearly 190 Canadians are injured each day due to crashes involving alcohol or drugs. Andrew Murie, CEO of MADD Canada encourages politicians to "take a good look at the best practices being set in Canada and exert the political will to introduce what is needed".

After reading about the carnage and heart breaking testimonials of the Alvarez family, highlighted in the "One for the Road" news series, it would appear action on this issue is indeed, long overdue.