SGI shifting focus to impaired driving for holiday season

Impaired driving is top of mind for SGI as holiday festivities ramp up for the rest of the year.

The Crown corporation is highlighting drunk driving for its December traffic safety spotlight.

MADD Saskatoon chapter president Bonnie Stevenson understands the dangers of impaired driving all too well. She lost her 17-year-old son Quinn in a car crash caused by a drunk driver in August 2013 when he was on his way to work early in the morning.

It’s around the holidays when she feels his loss the most.

“Holidays are always tough, because holidays are for family,” she said. “I think one of the big things for us is that fourth chair always at the table is empty.”

Stevenson said the Christmas season is filled with family traditions she wishes she could share with Quinn.

“Holidays are always one of those times that (traditions) come flooding back,” she said. “There’s no doubt it’s a tough time of year.

“If I had my wish, and financially we could constantly afford it, we would probably go away and change it up totally.”

Impaired driving continues to be the leading cause of death on Saskatchewan roads. Last year, 36 people in the province died as a result of drunk driving.

Tyler McMurchy, SGI’s manager of media relations, said there’s a lot more to planning a safe ride home than just keeping people safe.

Aside from the steep financial costs, there is a risk of a social fallout with family and friends after getting charged with DUI.

“It’s about maybe just making sure you’re remembering this holiday season for all the right reasons,” he said, “for the great party you were at (and) the time you got to spend with friends and family, not what happened after the fact because you didn’t make that plan.”

During the holiday season last year — Dec. 1, 2020 to Jan. 3, 2021 — three people died and 44 people were injured because of impaired driving.

SGI released a video on YouTube featuring police chiefs, politicians and radio hosts highlighting the importance of planning a safe road home as part of its holiday advertising campaign.

Saskatoon Police Service Staff Sgt. Patrick Barbar said police agencies across the province will be increasing the amount of checkstops throughout the month, especially on weekends.

He’s also encouraging people to support designated drivers making the decision to not drink and give their friends a safe ride home.

“I think you really need to empower that person,” Barbar said. “Really, don’t exert that peer pressure. I’m hoping that’s disappearing from our culture.”

Mark Heise owns Rebellion Brewing Company in Regina. Every can of Rebellion beer has the SGI’s “Be a Good Wingman” logo reminding his customers to always plan for a safe ride home.

“I just consider it the bare minimum,” he said. “Hopefully, it’s that one really quick reminder.

“I can’t sell beer to people that are dead. We want people to come back and have a good time another time.”