MADD Canada Launches Every Drop PSA Campaign in Prince Edward Island

CHARLOTTETOWN, Prince Edward Island, Oct. 05, 2026 (GLOBE NEWSWIRE) -- MADD Canada has launched Every Drop, a new public service announcement (PSA) in Prince Edward Island reminding Islanders that when it comes to being under the Blood Alcohol Concentration (BAC) limit, every drop makes a difference.

The Every Drop PSA was made possible through funding from the Law Foundation of Prince Edward Island and was created specifically for PEI. The PSA emphasizes that even small amounts of alcohol can affect a person’s ability to drive safely and encourages people to plan ahead if they choose to drink.

Every year, hundreds of Canadians are killed, and thousands more are injured in alcohol, cannabis and/or drug-related crashes. Impaired driving remains one of the leading criminal causes of death in Canada, yet these tragedies are entirely preventable. Prince Edward Island (PEI) continues to face one of the highest rates of impaired driving in Canada — nearly three times the national average — with drug-related cases on the rise.

“No amount of alcohol is worth putting yourself, your passengers or another road user at risk,” said Trisha Dosaj, National President of MADD Canada, who was injured in an impaired driving crash in 2013 with her daughter Sophia. Her sister, Jayna, and unborn niece, Lauren, were killed in the same crash. “A single decision can change many lives forever. If you drink, don’t drive.”

While the criminal blood alcohol limit remains 0.08% BAC, PEI has implemented a provincial warn range limit of 0.05% BAC, similar to most other jurisdictions in Canada. Drivers who register a BAC between 0.05% and 0.079% or a warn on an approved screening device at roadside, will be subject to escalating administrative sanctions. These can include licence suspensions and vehicle impoundments, with sanctions increasing for repeat occurrences within three years.

The Every Drop PSA campaign will continue through Thanksgiving and into the holiday season, reinforcing the message that it is important to plan ahead and choose a safe ride home.

To view Every Drop, click here.

To help ensure everyone always gets home safely, 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.

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