The mood was somber inside Midland Secondary School, as Grade 11 and 12 students listened to a familiar, but vital message.

Every year a different municipality in Simcoe County hosts the kick-off event for MADD’s annual Red Ribbon Project and this year the high school was chosen for the launch.

"We're promoting that you don't get behind the wheel of the car under the influence of any alcohol or drugs,” says Sari Remes, president of the Simcoe County branch of MADD.

“There are so many options; things that you can do to plan for a safe ride home, and we're just asking people to include that plan for a safe ride home in their holiday planning.”

Remes says Midland Secondary was the perfect opportunity to get their message out to their target audience, youth.

“They are unfortunately disproportionately misrepresented in the impair fatalities on the roadways, and even if we can get one person to make a difference, and help save a life that's why we are here.”

“When I think of what could happen in my life, how it will affect my friends and family; that's basically what I think about when I think of going out,” says Grade 12 student Matthew Thorhauge.

The campaign runs until Jan. 4 and drivers will see more police on patrol through the holiday season.

“The landscape is changing with small amounts of alcohol, marijuana, and medication.  Any of these things can impair a driver,” says Midland police Const. Aaron Coulter.

“We need to get the message out to the new generation of drivers that this isn't tolerated and all of these deaths are preventable.”

As of Nov. 15, 258 people have died on Ontario roads. Alcohol consumption was a factor in 35 of those deaths.

During the campaign, MADD will be giving out red ribbons, and encouraging drivers to tie them on their steering wheels, as a commitment to sober driving.