What MADD Canada does

MADD Canada is a national charitable organization headquartered in Oakville, Ontario, with a mission to stop impaired driving and to support victims and survivors of impaired-driving crashes. Founded in the mid-1980s (sources cite 1984 and 1989), the organization operates volunteer-driven chapters in nearly 100 communities across all Canadian provinces, delivering services through a layered program portfolio. Core programs include Victim/Survivor Services, which provides direct support to those affected by impaired-driving incidents; School Programs aimed at Grades 7 through 12; the annual Project Red Ribbon campaign (running its 38th year in 2025); Campaign 911, which educates the public on how to report suspected impaired drivers; and Police Awards Programs that recognize exemplary law-enforcement work. The organization employs between 251 and 500 staff and is supported by a broader volunteer network.

The business model is that of a registered Canadian charity rather than a commercial enterprise. Revenue is generated from individual donations, corporate sponsorships, merchandise sales, and vehicle donations. Named corporate partners include Uber, Irving Oil, BMO, Diageo, and various provincial liquor control commissions. The organization does not sell a product or license technology; instead, its "deliverables" are awareness campaigns, educational presentations in schools, victim support services, and recognition programs for police. Reach is amplified through high-profile partnerships, including a cross-border collaboration with MADD US for the 2026 FIFA World Cup and co-hosting of the 28th International Technical Conference on Enhanced Safety of Vehicles (ESV) in Toronto with Transport Canada and NHTSA.

Operationally, MADD Canada combines a centralized Oakville-based organizational structure with a distributed chapter model, enabling localized program delivery while maintaining a unified national brand and policy voice. Geographic expansion is ongoing, with memorial monuments now spanning nine provinces and school-program delivery scaling across multiple provinces in 2025-2026. The organization positions itself as both a service provider (to victims and survivors) and an advocacy entity engaging regulators and law enforcement, rather than as a technology platform.

Name

MADD Canada

Legal name

MADD Canada (Mothers Against Drunk Driving)

Website

https://madd.ca

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

251–500 employees

Short description

MADD Canada is a national charitable organization headquartered in Oakville, Ontario that addresses impaired driving through public education, victim and survivor support services, and advocacy, operating volunteer chapters in nearly 100 communities across Canada.

Ownership category

akta.pro rank

Product category

Public Safety / Road Safety Advocacy

NAICS

Social Advocacy Organizations (8133), Individual and Family Services (6241)

SIC

Services-Social Services (8300)

akta.pro primary industry

Gun Violence Prevention & Public Safety Policy Advocacy (BPAGAFAM)

akta.pro secondary industry

Youth Justice, At-Risk Youth & Violence Prevention Nonprofits (BPAGADAM)

Keywords

• Impaired driving prevention
• Victim support services
• Road safety advocacy
• Public awareness campaigns
• Youth education programs

Headquarters

HQ city

Oakville

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: MADD Canada receives donations from individuals across Canada who support the organization's mission to stop impaired driving and support victims. The organization actively solicits donations by telephone including texts and direct mail campaigns.
2. Corporate Sponsorships: Corporate partners and sponsors provide financial support, including cause marketing programs, corporate donations, and sponsorship of specific programs like Project Red Ribbon and school programs.
3. Merchandise Sales: The MADD Canada Store sells merchandise including keychains, pins, cards, apparel, and educational DVDs. Items are priced as donations (e.g., $5-$20) with shipping and handling charges. No tax receipts provided for store items.
4. Vehicle Donations: MADD Canada accepts vehicle donations through partners like Donate A Car Canada and CharityCar.ca. These programs process vehicle donations and transfer proceeds to the organization.

Pricing tiers

Distribution channels6 records

Marketing channels10 records

Core offering

MADD Canada (Mothers Against Drunk Driving) is a national charitable organization that delivers three core program areas: victim/survivor support services (counseling resources, online support groups, memorials, annual national conference), youth education (the School Program with presentations and educational DVDs for Grades 4-12), and public awareness campaigns (Project Red Ribbon, Campaign 911). It also operates a merchandise store and police recognition awards programs across Canada.

Product overview

MADD Canada (Mothers Against Drunk Driving) is a national charitable organization committed to stopping impaired driving and supporting victims/survivors. The organization offers a portfolio of programs and services organized around three core areas: Victim/Survivor Services (including counseling resources, memorials, support groups, and an annual national conference); Youth Services (the School Program featuring educational presentations and materials including Brain Power DVD, Lives Lost DVD, Too Close to Home, and Braking Point); and Awareness Campaigns (Project Red Ribbon holiday campaign and Campaign 911 for reporting impaired drivers). The organization also operates a merchandise store and maintains provincial memorial monuments and roadside memorial sign programs. MADD Canada operates through volunteer-driven chapters in nearly 100 communities across Canada, supported by a National Board of Directors and staff at its Oakville, Ontario headquarters.

Differentiator

Problem solved

Functional benefit

Brands

• Project Red Ribbon: Annual holiday season campaign to prevent impaired driving
• Campaign 911
• School Program

Products and services

• Project Red Ribbon Annual holiday-season campaign to prevent impaired driving, distributing red ribbons and car decals nationwide to raise awareness and promote sober driving. Targeted at Canadian motorists during the high-risk holiday period from November to January.
• Campaign 911 Public safety campaign urging Canadians to call 911 to report suspected impaired drivers and boaters, particularly during high-travel holiday periods such as Victoria Day weekend.
• School Program Educational presentations for students in Grades 7-12 featuring dramatic short films, interactive quizzes, and victim testimonies about the dangers of impaired driving. Delivered in-person and online across Canadian schools through provincial sponsor partnerships.
• Victim/Survivor Services Comprehensive support services for victims and survivors of impaired driving including contact resources, counseling tools, healing activities (art therapy, Indigenous healing practices), online support groups, tributes and memorials, and the annual National Conference for Victims of Impaired Driving.
• Provincial Memorial Monuments Memorial monuments established in 9 provinces bearing names of victims killed in alcohol and drug-related crashes, with annual ceremonies to honor victims.
• Roadside Memorial Signs Permanent roadside memorial signs installed at crash sites to honor victims of impaired driving and remind motorists of the consequences of impaired driving.
• MADD Canada Store (Merchandise) Online store selling merchandise including Project Red Ribbon keychains, purse charms, pins, holiday cards, shoelaces, mittens, car magnets, baseball caps, and educational DVDs. Items are priced as donations ($5 to $20) with shipping and handling charges. No tax receipts are provided for store items.
• Police Awards Programs Provincial awards programs recognizing police officers for impaired driving enforcement, including the Team Nick Coates Awards (Newfoundland and Labrador), Constable Heidi Stevenson's Watch Awards (Nova Scotia), Cpl. Cumming's Watch Memorial Award (Alberta), Prince Edward Island Police Awards, and MADD Canada New Brunswick Police Awards.
• Online Reflection Sessions Online support groups providing peer support for victims and survivors of impaired driving through facilitated virtual reflection sessions.
• Educational DVDs (Brain Power, Lives Lost, Too Close to Home, Braking Point) Educational DVD products available through the MADD Canada Store: Brain Power (Grades 4-6, focuses on brain development and avoiding alcohol/drugs), Lives Lost (victim stories narrated by an emergency room physician), Too Close to Home (victim impact video for post-secondary and adult audiences), and Braking Point (classroom package for 14-18 year-olds portraying real situations of alcohol and marijuana use, available in English, French, or Indigenous versions). Priced at $20 donation per DVD plus $5 shipping.

Quantifiable outcome

• Nearly 200 victims and survivors attend annual National Conference providing peer support and healing resources
• +2 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• MADD (Mothers Against Drunk Driving - USA)flagshipStrategic or Co-development Partner · 26 June 2026Joint road safety campaign during the 2026 FIFA World Cup urging fans across North America to avoid impaired driving. Both organizations share safety messaging for host cities including Vancouver, Toronto, Dallas, and Los Angeles. The partnership leverages volunteer networks and advocacy programs from both organizations.
• UbercoreGTM or Marketing PartnerUber is promoted as a safe ride option in MADD Canada's safety campaigns, particularly during holidays like Canada Day and Valentine's Day. The partnership encourages Canadians to use rideshare services instead of driving impaired.
• Manitoba Public InsurancecoreGTM or Marketing PartnerProvincial sponsor for MADD Canada's School Program in Manitoba. Funded presentations to students in Grades 7-12 across 109 presentations in the 2025-2026 school year, featuring dramatic short films, interactive quizzes, and victim testimonies.
• PEI Liquor Control CommissioncoreGTM or Marketing PartnerProvincial sponsor delivering the 2025-2026 School Program to Prince Edward Island students. 30 presentations to students in Grades 7-12 including dramatic short films, interactive quizzes, and victim testimonials.
• Alcool NB Liquor (ANBL)coreGTM or Marketing PartnerProvincial sponsor supporting MADD Canada's School Program in New Brunswick. Partnership delivers presentations, films, and survivor testimonies to motivate students to make safe choices about impaired driving.
• Nova Scotia Liquor Corporation (NSLC)coreGTM or Marketing PartnerProvincial sponsor and responsible retailer of alcohol and cannabis in Nova Scotia supporting the 2025-2026 School Program. Delivers 40 one-hour presentations to students in Grades 7-12 including dramatic short films, interactive quizzes, and victim testimonies.
• NLC (Newfoundland and Labrador Liquor Corporation)coreGTM or Marketing PartnerProvincial sponsor funding 20 presentations of MADD Canada's School Program across Newfoundland and Labrador for 2025-2026. Presentations include dramatic short films, interactive quizzes, and victim testimonies.
• Irving OilcoreGTM or Marketing PartnerCo-presenter of Project Red Ribbon Launch and Tree Lighting Ceremony in Saint John, New Brunswick. One of several official sponsors (alongside Uber, KAG Canada, Diageo, BMO, Cascades) for the holiday campaign running November 2025 to January 2026.
• Uber CanadacoreGTM or Marketing PartnerPartnership to promote safer rides and reduce impaired driving. Uber Canada collaborates with MADD Canada on public safety initiatives and campaign messaging.
• Transport CanadacoreStrategic or Co-development PartnerCo-host of the 28th International Technical Conference on Enhanced Safety of Vehicles (ESV) in Toronto. MADD Canada participates to advocate for mandatory anti-impaired driving technology in new vehicles.
• U.S. National Highway Traffic Safety Administration (NHTSA)coreStrategic or Co-development PartnerCo-host of the 28th International Technical Conference on Enhanced Safety of Vehicles (ESV) in Toronto. Partnership focuses on advancing vehicle safety innovation and anti-impaired driving technology.
• Donate A Car CanadaminorGTM or Marketing PartnerVehicle donation program accepting cars, trucks, RVs, boats, and motorcycles for MADD Canada. Provides free towing in many areas across Canada.
• CharityCar.caminorGTM or Marketing PartnerVehicle donation partner using eco-friendly recycling technology. 100% of proceeds go directly to MADD Canada with no processing or handling fees.

Scale indicators16 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Arrive Alive Drive Sober: U.S. nonprofit dedicated to preventing impaired driving through awareness and education; directly comparable mission and grassroots awareness-campaign model.
• MADD (Mothers Against Drunk Driving - USA): The U.S. counterpart to MADD Canada; same mission (stop impaired driving, support victims), similar donor/sponsor model, and active cross-border campaign partner as of the 2026 FIFA World Cup initiative.
• Parachute: Canada's leading national injury prevention charity; addresses road safety, impaired driving, and broader preventable injury topics, overlapping directly with MADD Canada's road-safety and youth-education mandate.
• Canadian Centre on Substance Use and Addiction (CCSA): National Canadian organization providing evidence-based guidance on substance use, including impaired driving; comparable in policy advocacy depth and federal-government engagement.
• Drug Free Kids Canada: Canadian nonprofit focused on youth substance-use prevention and parent education; close peer in target audience (youth/parents) and school-based program delivery.
• ThinkFast Canada: Canadian youth-focused road safety and impaired-driving awareness program delivered through school assemblies; overlaps directly with MADD Canada's School Program in audience and channel.
• Remove Impaired Driving (RID): U.S.-based victim-advocacy nonprofit focused on eliminating impaired driving; closely comparable mission around victim advocacy and legislative reform.

Broad incumbents

• Crime Stoppers: National public-safety reporting program; overlapping audience around anonymous reporting of suspicious/criminal activity (including Campaign 911-style impaired-driver reporting) and law-enforcement partnerships.
• Canadian Red Cross: Large Canadian humanitarian nonprofit; comparable in scale (hundreds of employees), national chapter footprint, multi-channel donations model, and victim/disaster support services — though mission is much broader.

Others

• Uber Canada: Strategic rideshare partner promoting safe rides as an alternative to impaired driving; an enabling/thematic partner rather than a direct nonprofit competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/maddcanada
• YouTubeyoutube.com/maddcanada
• Facebookfacebook.com/maddcanada.ca
• LinkedInlinkedin.com/company/maddcanada
• Instagraminstagram.com/maddcanada
• TikToktiktok.com/@maddcanada

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MADD Canada