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 (see this link for additional information).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.The PSA will air on national television throughout the holiday season. It’s being supported by a launch event celebrating drivers who spend their nights providing a safe ride home and will be promoted through direct communications to riders and drivers, in the Uber app, and on social media by Uber and MADD Canada.CreditsClient (Company): Uber CanadaAgency: Zulu Alpha KiloCreative Director: Zak MrouehArt Director: Charline Fauche-SimonWriter: Angeline ParsonsAgency Producer: Revital Grunberg, Cherie O’Connor, Raquel RoseAccount Team: Nadine Arsenault, Kendal SabyStrategic Planner: Jennifer Breton, Heather SegalClients: Erica Edwards, Lindsay Liptok, Melanie BoudreauProduction House: Skin and Bones Film CompanyDirector: Adam AzimovProduction House Executive Producer: Tasha LittProduction House Line Producer: Luke BryantDirector of Photography: Daniel GrantCasting Director: Shasta Lutz, Jigsaw CastingVideo Post Facility / Editing Company: Skin and BonesEditor: Mitch FinnCompositor / Online: Andy Hunter, RedlabColourist/Transfer: Jason Zukowski, RedlabAudio Post Facility/Music House: Vapor RMWAudio Director: Brendan Quinn/Joey SerlinMusic Supervision: Danielle LindyProducer: Kat StewartEngineer: Julian Rudd