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Canada’s high school students confront drinking and driving on video on line

National campaign promotes change in attitude

High school students in grades 11 and 12 get the opportunity to flaunt their creativity and win some great prizes in the CBC Television contest Extreme Attitudes Against Drinking and Driving 2000. Open to students across the country, this unique video and Internet contest is also a valuable public service campaign.

CBC television together with national sponsors the Royal Canadian Mint and E-ZEEWRAP have partnered to launch Extreme Attitudes Against Drinking and Driving 2000 (EAADD), an award-winning national public service campaign.

Students from approximately 2,000 participating high schools from St. John’s to Vancouver are invited to enter their original 30-second videos, web sites and banner ads featuring an anti-drinking-and-driving theme. A panel of judges will award fabulous prizes to those students whose entries feature the best-presented messages: grand-prize winners will receive $2,500 and each regional winning entry will be awarded $500. Winning video entries will run on CBC Television and Radio-Canada, while New Media winners will be posted on the Internet during the graduation period of May and June 2000.

Interested high-school students should ask their school for the contest entry kit, which includes the exclusive Extreme Attitudes information video featuring Canadian recording artist Ivana Santilli, formerly with Bass is Base. Ms. Santilli, who was recently nominated for two Juno awards including Best New Solo Artist and Best R&B / Soul Recording, is this year’s spokesperson. Information is also available on the Internet at cbc.ca/extreme or radio-canada.ca/extreme. The deadline to enter is March 15, 2000.

In addition, in June of 2000, each graduating student will receive the Extreme Attitudes quarter card, the Extreme Attitudes trademark teens have to come to count on as part of their grad night festivities. The quarter card holds a quarter to remind students to call a parent, a taxi or a friend for a safe ride home. The 2000 campaign will feature the new Harmony 25-cent coin designed by Canadian artist Haver Demirer. The Harmony quarter will be issued June 2000 as part of the Royal Canadian Mint year 2000 Millennium program.

CAPTION:

Recording artist Ivana Santilli during the presentation of Extreme Attitudes Agaisnt Drinking and Driving (EAADD) at Don Mills Collegiate Institute in North York, Ontario, on her first stop of a cross-country tour.