OAKVILLE, ONTARIO -- (Marketwire) -- 11/22/12 -- With Canadian football fans preparing for this Sunday's 100th annual Grey Cup Championship, MADD Canada and Allstate Insurance Company of Canada are encouraging everyone to make sober driving the number one play they call this weekend.

"Give some thought to your transportation plans before starting your Grey Cup celebrations," MADD Canada National President Denise Dubyk urges football fans. "If you're going to be drinking, be sure to have a designated driver, or plan to take a bus or a cab."

Every day, on average, 4 Canadians are killed and 174 are injured as a result of impairment-related crashes.

"Don't put yourself in a position where you might be tempted to drive while impaired - it simply is not worth the risk to yourself or to all the others on the road with you," Ms. Dubyk said.

Just as the teammates in this weekend's game look out for one another, MADD Canada is asking all Canadians to look out for one another too. Do not drive impaired, and do not let family members, friends or fellow party-goers drive impaired.

"When we prevent impaired driving, everyone wins," said John O'Donnell, President and CEO of Allstate Insurance Company of Canada. "Let's make sure our celebrations for 100 years of Grey Cup championships do not end in tragedy because an impaired driver decided to get behind the wheel."

MADD Canada is currently in the midst of its 25th annual Project Red Ribbon campaign to promote safe and sober driving during the holiday season, with Allstate Canada as the Title Sponsor. For more information, please visit: http://www.madd.ca/madd2/en/services/awareness_campaigns_red_ribbon.html. Anyone who wishes to support Project Red Ribbon with a donation can do so online through the web site, by calling 1-800-665-6233 or by texting "madd" to 45678 (a $5 one-time donation is added to the donor's cell phone bill and payable to his or her service provider.) Supporters can also make donations to MADD Canada through their smartphones, thanks to our new mobile-optimized web site. Visit www.madd.ca on your iPhone, Blackberry or Android smartphone to check it out.

25 Years of Partnership

This year, MADD Canada and Allstate Insurance Company of Canada celebrate 25 years of partnership in the effort to stop impaired driving. Allstate Canada has been the lead sponsor on all MADD Canada programs at various times over those years, and has also been a supporting partner in the publication of numerous statistical, research and liability reports. Currently, Allstate Canada is the National Sponsor of the 2012-2013 School Assembly Program, Title Sponsor of Project Red Ribbon and Official Sponsor of Campaign 911.

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 of this violent crime. With volunteer-driven groups in more than 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, visit www.madd.ca.

About Allstate Insurance Company of Canada

Allstate Insurance Company of Canada is one of Canada's leading producers and distributors of home and auto insurance products. "The Good Hands Network®" enables consumers to contact Allstate Canada through one of 83 community-based Agencies, directly online at www.allstate.ca and through the Customer Contact Centre at 1-800-Allstate. Allstate Canada is committed to making a positive difference in the communities in which it operates and has partnered with organizations such as MADD Canada, Crime Stoppers, United Way and Junior Achievement. In 2010, Allstate Canada, in partnership with the National Hockey League Players' Association (NHLPA), created the Allstate All-Canadians program, a mentorship program designed to guide the next generation of Canada's hockey youth. To learn more about Allstate Canada, visit www.goodhandsadvice.ca or www.allstate.ca.