LCBO's Giving Back In Our Community Campaign Raises Funds for MADD Canada in December

OAKVILLE, ON --(Marketwired - November 23, 2015) - Starting November 27, the public can help support Mothers Against Drunk Driving (MADD Canada) by making a donation at all 653 LCBO stores throughout Ontario. Project Red Ribbon donation boxes for MADD Canada will be displayed at LCBO checkout counters until December 31, 2015. As part of LCBO's annual Giving Back In Our Community campaign, customer service representatives will also invite customers to add a $2, $5 or $10 donation to their purchase until December 31, 2015.

The funds raised for MADD Canada support its School Assembly Program, a film and in-class curriculum that educates students about the risks of impaired driving. This compelling film features a combination of a fictional storyline and testimonials from real-life victims of impaired driving. This program encourages students in grades 7-12 to make responsible choices, and to not drink or take drugs and drive or ride along with someone who has.

"Teens and young adults are over-represented in impairment-related crashes to an alarming degree. Our School Assembly Program is a crucial way to educate them about the risks of mixing alcohol and/or drugs with driving and motivate them to always drive sober," said MADD Canada National President Angeliki Souranis. "Thanks to the powerful commitment of LCBO staff and the generosity of customers, this life-saving message reaches more and more Ontario students every year."

"LCBO is pleased to partner with MADD Canada for the annual Giving Back In Our Community fundraising campaign," says LCBO President & CEO Bob Peter. "This December, our hope is to surpass last year's record of $2.3 million raised for MADD Canada thanks to the public's generous support. These donations ensure that more than half a million students at 1,500 Ontario schools see the School Assembly Program at no cost to the schools. LCBO's generous customers and staff are committed to helping educate youth on how to prevent impaired driving and empower them to make responsible choices."

In addition to raising funds for MADD Canada, LCBO's Giving Back In Our Community in-store prompted and donation box fundraising campaign also raises funds for Ontario's four regional children's hospitals. These hospital foundations include SickKids Foundation (Toronto), McMaster Children's Hospital Foundation (Hamilton), CHEO Foundation (Ottawa) and Children's Health Foundation (London), with the donations focused on alcohol-related education and harm reduction programs.

MADD Canada and its Chapters throughout Ontario, as well as Ontario's four regional children's hospitals, are among the 28 provincial and local charities that will benefit from LCBO's province-wide donation box program in 2015. In 2014, LCBO raised a total of more than $9.5 million for charities through special programs and initiatives, of which $8.8 million was raised through in-store fundraising. In addition, LCBO's annual dividend transfer to the Ontario government, which totaled $1.805 billion in fiscal 2014-15, excluding taxes, supports a wide range of important government programs, services and priorities, including health care, education, infrastructure and other important public services.

MADD Canada thanks the public for its support when shopping at their local LCBO store from November 27 -- December 31, 2015.


FOR FURTHER INFORMATION PLEASE CONTACT:

MEDIA CONTACTS:

Deb Kelly
MADD Canada
Communications Manager
Tel: 905 829-8805, ext. 240;
dkelly@madd.ca

Stephanie Petroff
LCBO Senior Communications Consultant
Tel: 416 864-6792
stephanie.petroff@lcbo.com