MOTHERS AGAINST DRUNK DRIVING 2
Mothers against Drunk Driving
Mothers Against Drunk Driving (MADD) was formed out of the concern for many
fatalities involving automobiles that were as a result of drunk driving. Since its formation as a
non-profit in 1980, MADDs’ mission has been to advocate against drunk driving in an endeavor
to reduce tragic accidents from drunk and irresponsible drivers. To effect change, the
organization has endeavored to utilize all tools at their disposal including and not limited to
legislative efforts and media advocacy. It can be argued that both legal and media advocacy
efforts have contributed equally in helping MADD achieve its goals.
According to Loue, Lloyd and O’Shea (2007), statics indicate that around 40% of road
accidents emanated from drunk driving as of 1996. This helps demonstrate the seriousness of
MADD’s work. To realize its objectives, the organization, since its inception have applied media
advocacy efforts to create public awareness and education on the dangers of drunk driving, and
to inform the public that individual citizens are responsible for road fatalities out driving under
the influence of alcohol. In the sensitization efforts, the organization have used media platforms
such radios, TVs, newspapers, magazines, posters and even educational programs for children in
elementary schools (Loue et al., 2007).
With respect to legal efforts, MADD believes that enactment of tough laws can go a long
way to deterring drunk driving. But it is only when these legislations are implemented or rather
enforced that change can be realized. Consequently, MADD has been actively engaged in
educating the congress and the members of the criminal justice system of the United States on
the need for laws that specifically address the drunk driving menace in the US. Additionally, the
members of the non-profit have always been encouraged to influence the criminal justice system
to enhance constant enforcement of the laws as well as swift punishment of offenders (Loue et
