Kia Canada and MADD Canada partner to launch "I Pledge"

National partnership with MADD Canada's school program will deliver important anti-impaired driving message to more than 1 million Canadians students

MISSISSAUGA, ON, Nov. 21, 2011 /CNW/ - Kia Canada Inc. is putting MADD Canada in the driver's seat with its sponsorship of a national school program designed to educate students on the dangers of driving impaired.

As the new national presenting sponsor of the 2011-2012 School Assembly Program, Kia Canada Inc. is donating the use of eight vehicles to MADD Canada including four 2012 Kia Soul urban utility vehicles dedicated for use by field representatives who will travel from school to school to deliver the anti-drinking and driving program.  Additionally, four 2012 Kia Sedona vans will be used by Chapters across the country to promote local awareness of anti-drinking and driving activities and events. All vehicles will be customized with MADD Canada's logo and anti-impaired messaging for maximum visibility and awareness.

In addition, each vehicle will be wrapped in the "I Pledge" special finish which will allow students to sign the vehicle as a way of showing their commitment to never drive under the influence. To further complement the program, a Facebook page - Facebook.com/kiacanada has been created encouraging students and all Canadians to 'Take the Pledge' not to drink and drive and to make the pledge available to family and friends.

This past September, Kia Canada participated in the Targa Newfoundland rally with a Forte Koup and promoted MADD Canada's message in an effort to reduce impaired driving among youth. To emphasize this message, the Forte Koup was specially wrapped, much like the "I Pledge" program. With every stop during the rally, spawning across wide sections of Newfoundland, local communities were exposed to the car and drivers and encouraged to pledge to this important cause by signing the race car. This initiative had resounding success.

"Our national partnership of the MADD School Assembly Program supports MADD in their effort to educate youth on the dangers and irreversible consequences of driving impaired" said Maria Soklis, Vice President & Chief Operating Officer (COO). "Our donated vehicles will continue to bear messaging to remind Canadians as will our 'I pledge' social media tool which will invite the public to pledge and seek others to pledge not to drive impaired."

"Kia Canada Inc. is making an impact," said MADD Canada National President Denise Dubyk. "With Kia's assistance, we will deliver our important message to more than 1 million students across this country, helping them to understand the dangers of impaired driving and reinforcing the need to always drive responsibly. It's a message that will save lives."

Earlier today, Kia Canada supported York Regional Police Festive Season R.I.D.E. program kick-off at St. Maximilian Kolbe Catholic High School in the City of Aurora, Ontario. This year's Festive Season R.I.D.E. kick-off is being dedicated to Jessica Seymour, a survivor, who was seriously injured by an impaired driver on Yonge St. in Aurora on October 1, 2005.

Teens and young adults are at particularly high risk for impaired driving. Motor vehicle crashes are the leading cause of death among 15 to 25 year olds, and alcohol is a factor in 45% of those crashes.  The combination of drugs and driving is also a major concern; Canadian youth between the ages of 14 and 25 have one of the highest rates of cannabis use in the world.

Delivered to Canadian schools since 1994, MADD Canada's School Assembly Program presents students with solid information and best practices to help them understand the issue of impaired driving from alcohol and drugs. A new show is produced each year to reach out to young people

and talk about a variety of issues and misperceptions that they and their peers may be dealing with, including: binge drinking; realities about impairment caused by smoking cannabis; mixing cannabis and alcohol; and accepting rides from alcohol and drug impaired drivers.

About Kia Canada
Kia Canada Inc. (www.kia.ca) - of quality vehicles for the young-at-heart -- is a subsidiary of Kia Motors Corporation (KMC) in Korea was founded in 1999 and sells and services high quality class leading vehicles like the Soul, Forte and Sorento through a network of 172 dealers nationwide. Kia Canada Inc. employs 141 people in its Mississauga, Ontario headquarters and four regional offices across Canada. Kia Motors Corporation continues to showcase the company's global commitment to surpassing customer expectations through continuous automotive innovation.

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.

Kia Canada Inc. (www.kia.ca - www.facebook.com/kiacanada) -- a maker of quality vehicles for the young-at-heart -- is a subsidiary of Kia Motors Corporation (KMC) in Korea was founded in 1999 and sells and services high quality class leading vehicles like the Soul, Forte and Sorento through a network of 172 dealers nationwide. Kia Canada Inc. employs 141 people in its Mississauga, Ontario headquarters and four regional offices across Canada. Kia Motors Corporation continues to showcase the company's global commitment to surpassing customer expectations through continuous automotive innovation.

SOURCE KIA Canada Inc.

For further information:

Kia Canada Inc. Media Contacts:
Jack Sulymka
National Marketing Manager
(O): 905.755.6266
(C): 905.301.6207
e-mail: jsulymka@kia.ca

Cathy Laroche
Assistant Public Relations Manager 
(C): 514.554.0843
e-mail: claroche@kia.ca


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