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SGI to start new campaign against impaired driving

Saskatchewan Government Insurance is unveiling a new campaign for the prevention of impaired driving.

The province-wide campaign includes TV, radio, theatre, and online advertisements, showing the void left behind by the death of a loved one killed by drunk driving.

“Too many people are being killed in our province because someone chose to drive while impaired,” says Minister responsible for SGI Don McMorris.  “SGI’s new ad calls on all drivers to remember that at any time, any one of us could lose someone we care about due to impaired driving.  We owe it to ourselves, our loved ones and all other road users to never drive if we’re impaired by alcohol or drugs.”

These advertisements will begin Sunday, May 15th and continue through to June 13th.

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From the most recent available statistics recorded in 2014, there were 1,100 collisions related to alcohol or drug use in the province and 61 resulted in death, while 541 resulted in injuries.

The province also reminds citizens that even some prescription and over-the-counter medication can impair one’s driving abilities.

“We need to reach people with the message to drive sober at all times,” Saskatchewan Association of Chiefs of Police President Chief Marlo Pritchard says.  “Changing peoples’ behaviour is a big job, but through a combination of education and enforcement – and the choices we all make before getting behind the wheel – it is possible.  SGI’s new ad shows why impaired driving prevention is so important.”

Impaired driving charges will see tougher penalties of the province, since changes that took effect June 27th, 2014. Traffic law changes include longer driver’s licence suspensions, immediate roadside vehicle seizures, and mandatory ignition interlock for convicted impaired drivers.

You can view SGI’s new ad for the campaign on YouTube page at


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