A rebrand of Mothers Against Drunk Driving® (MADD), the 44-year-old advocacy group based in Irving, Texas, was unveiled, including a new logo and tagline Impaired Driving Ends Here. The rebrand is intended to resonate with all generations and backgrounds to make safer choices on roads and waterways.
The logo moves away from the martini glass and car keys image. The brand refresh reflects MADD’s mission to change behaviors and make safer choices. Within the wordmark there is a triangle which is inspired by international warning standards. The triangle also represents change or difference, capturing MADD’s resolute yet dynamic desire to help make our world a safer place.
Impaired driving remains the leading cause of deaths on U.S. roadways. Since 2019, drunk driving fatalities have surged by 33% and every 78 seconds, someone is killed or injured in an impaired driving crash, according to data provided by MADD.
“Our mission to eliminate impaired driving and create a future free from this tragedy has never wavered,” MADD CEO Stacey D. Stewart said via a statement. “This rebranding not only honors our incredible history but energizes our vision for the future — engaging new generations and challenging everyone to step up and help end this crisis.”
The rebrand comes on the heels of passage of the HALT Act in 2021, which mandates anti-drunk driving technology in all new vehicles. The HALT Act was signed into law on Nov. 15, 2021, and directs the federal government to require that all new cars come equipped with smart technology that passively, seamlessly and unobtrusively detects and stops impaired driving.
MADD has led advocacy, education, prevention, and equitable enforcement efforts, providing support for victims and survivors, becoming the nation’s largest traffic safety advocacy organization. Data from the organization estimated MADD’s work has saved approximately 475,000 lives, reduced drunk driving deaths by nearly 40%, and provided essential services to nearly one million victims and survivors of impaired driving.
“Now is not the time to become numb to this issue. We all deserve to be safe on our roads,” Stewart emphasized via the statement. “MADD’s rebrand is not just about a fresh look. It’s a renewed call to action. By building strong partnerships and resonating with younger generations, we can solve this problem once and for all.”
Impaired driving remains the leading cause of deaths on U.S. roadways. Since 2019, drunk driving fatalities have surged by 33%. Every 78 seconds, someone is killed or injured in an impaired driving crash.
Lifesaving anti-drunk driving technology already exists and is critical to ending impaired driving for good. Mandating this technology, through the HALT Act, will save more than 10,000 lives per year and prevent hundreds of thousands of injuries, according to the Insurance Institute for Highway Safety.
Central to these efforts is The MADD Network, an initiative that unites MADD supporters with the goal to eliminate impaired driving. Partners include: Uber, Diageo North America, Nationwide, Amica Insurance, the NFL, and UKG.