In October 2026, MADD Canada launched Every Drop, a new public service announcement (PSA) campaign in Prince Edward Island (PEI), reminding drivers that even small amounts of alcohol can affect their ability to drive safely. Developed specifically for the province with funding from the Law Foundation of Prince Edward Island, the campaign emphasizes that every drop matters when it comes to blood alcohol concentration (BAC) and encourages people to plan ahead and arrange a safe way home if they choose to drink.

Prince Edward Island continues to face a significant impaired driving problem, with rates reported to be nearly three times the Canadian national average and drug-related impaired driving cases on the rise. Across Canada, hundreds of people are killed and thousands more injured every year in crashes involving alcohol, cannabis and other drugs. MADD Canada stresses that these deaths and injuries are preventable and that responsible decisions before getting behind the wheel can save lives.

The campaign also highlights the importance of understanding alcohol-related driving restrictions. While Canada’s criminal BAC limit is 0.08%, Prince Edward Island has established a provincial warning threshold of 0.05%. Drivers registering a BAC between 0.05% and 0.079% can face administrative penalties, including licence suspensions and vehicle impoundments, with increasingly severe consequences for repeat offences. However, alcohol can impair driving performance even below these thresholds, reinforcing the campaign’s message that staying under the legal limit does not necessarily mean driving is safe.

“No amount of alcohol is worth putting yourself, your passengers or another road user at risk,” said Trisha Dosaj, National President of MADD Canada, who personally experienced the devastating consequences of an impaired driving crash in 2013. Launched ahead of Canadian Thanksgiving, the Every Drop campaign was scheduled to continue into the holiday season, encouraging people to plan safe transportation, never ride with an impaired driver and intervene when someone is about to drive under the influence. Its central message is straightforward: If you drink, don’t drive.

Find more from MADD Canada (Canada, October 2026)