About 20 people gathered at the Canada Games Centre this morning for the kick-off to this year's annual Mothers Against Drunk Driving (MADD) red ribbon campaign.

Red ribbon is an awareness-raising effort coinciding with the start of the holiday season, a time when some of the greatest incidences of drunk driving are reported.

During the campaign, the organization distributes red ribbons at various public locations as symbols of the personal commitment not to drink and drive. Members also join police at traffic checks to reward sober drivers with gifts, such as tire pressure gauges.

Attendees of the morning event included Daniela Martinson, newly-elected president of MADD Yukon, and several members of the RCMP.

Local politicians such as Mayor Bev Buckway and newly appointed cabinet ministers Wade Istchenko, Mike Nixon and Scott Kent attended as well, using the opportunity to reaffirm their commitment to fighting drunk driving in the territory.

One of the hardest things a community faces is the loss of one of its members, said the mayor. "Particularly when the loss is preventable, such as in cases of drunk driving.”

City councillors will be asked to support the campaign at this evening's council meeting.

As well, city employees will be asked to tie a red ribbon to their vehicles this holiday season, said Buckway.

The territorial government will also be doing its part to put an end to drinking and driving, said Kent, the newly-appointed minister responsible for Yukon Liquor Corp.

"The Government of Yukon and the Yukon Liquor Corporation support MADD Canada's mission to eradicate impaired driving,” he said. "Raising awareness and encouraging sober driving is one step toward this goal.”

The liquor corporation will support the red ribbon campaign by distributing red ribbons and setting up donation boxes in all six liquor stores across the territory.

The corporation have also published an "I.D. proofing guide,” to keep liquor out of the hands of minors and have provided posters to advertise the phone number of local cab companies, which can be reached by pushing the pound key and the letters TAXI.

Drunk driving remains one of the most serious concerns facing law enforcement in the territory.

"Today reminds us of the tragic consequences of drinking and driving,” said Commissioner Doug Phillips, motioning to a MADD poster with the images of hundreds of victims of drunk driving.

"These past years have seen many changes, designated drivers, new licences, lowering the legal limit but there is still much to be done.”

Despite their efforts, rates of drinking and driving continue to climb in the territory.

"Impaired driving remains the leading criminal cause of death in Canada,” said Peter Clark, the commanding officer of the RCMP's "M” Division.

"It's important to remember that drinking and driving is not an accident. These are preventable events, and we do a disservice calling them accidents.”

Reported cases of drunk driving in the Yukon have risen steadily over the last three years, from 445 in 2008 to 524 cases in 2009.

Last year, 683 incidences of drunk driving were reported to police.

"Yukon has a drinking and driving rate four times the Canadian average,” said Shawn Pollard, head of the RCMP's traffic division. "Unfortunately, it's not a battle that we appear to be winning.”

The red ribbon campaign, which began today, will continue until Jan. 7.

MADD and the RCMP both urge residents to make the choice not to drink and drive this holiday season.

They also have a warning to anyone who may take the risk.

"Drinking and driving kills,” said Clark.

"When we make the decision to drink and drive, it doesn't just put yourself in danger; it is a public safety issue, and the RCMP will apprehend you.”