Mothers Against Drunk Driving (MADD) Toronto launched this year’s Red Ribbon Campaign against impaired driving Wednesday morning at the Toronto Police Headquarters.

The risk for impaired driving is especially high during the Christmas and New Year holiday season. The project encourages the public to tie red ribbons on their vehicles or belongings to raise the awareness about sober driving.

Police Chief Bill Blair said that although the rates of impaired driving have decreased over the past 27 years “one (incident) is too many and the campaign must continue.”

“This is a crime, a serious crime that can not be tolerated on our roads,” Chief Blair said.

Representatives from the Ontario Legislative Assembly, the Ontario Provincial Police, Toronto Fire Services and Toronto Paramedic Services also spoke at the launch event and expressed support for the project.

The public can go to local MADD chapters to pick up the red ribbons. Volunteers will also be handing out the ribbons at various subway stations across the city in the following days.

For more information visit MADD’s Project Red Ribbon webpage.