MADD Canada PSA: Motherhood

Agency: Zulu Alpha Kilo


Canada leads all nations with more than a third of road fatalities involving alcohol impairment. Crashes involving alcohol and/or drugs are the leading criminal cause of death in Canada, with an average of four Canadians killed in crashes involving alcohol and/or drugs every day.
With this in mind, Uber Canada in partnership with MADD Canada are launching a joint fundraising and awareness campaign to remind Canadians of the dangers and consequences of impaired driving.
The partnership campaign kicks off with the unveiling of a public service announcement, created by Zulu Alpha Kilo. With its overarching message—No mom should have motherhood taken away—this new PSA encourages viewers to consider how their decisions have a lasting impact on those closest to them. The spot follows a mother who’s lost her son to impaired driving. We travel through some of her most precious memories as she says goodbye to each special moment with her son. MADD Canada reminds viewers to make a responsible choice.

This professional campaign titled 'MADD Canada PSA: Motherhood' was published in Canada in November, 2017. It was created for the brands: MADD and Uber, by ad agency: Zulu Alpha Kilo. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 6 years ago.


Advertising Agency: Zulu Alpha Kilo, Toronto, Canada
Creative Director: Zak Mroueh
Art Director: Charline Fauche-Simon
Writer: Angeline Parsons
Agency Producers: Revital Grunberg, Cherie O’Connor, Raquel Rose
Account Team: Nadine Arsenault, Kendal Saby
Strategic Planners: Jennifer Breton, Heather Segal
Clients: Erica Edwards, Lindsay Liptok, Melanie Boudreau
Production House / Video Post Facility / Editing Company: Skin and Bones Film Company
Director: Adam Azimov
Production House Executive Producer: Tasha Litt
Production House Line Producer: Luke Bryant
DoP: Daniel Grant
Casting Directors: Shasta Lutz / Jigsaw Casting
Editor: Mitch Finn
Compositor / Online: Andy Hunter / Redlab
Colourist / Transfer: Jason Zukowski / Redlab
Audio Post Facility / Music House: Vapor RMW
Audio Directors: Brendan Quinn, Joey Serlin
Music Supervision: Danielle Lindy
Producer: Kat Stewart
Engineer: Julian Rudd


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