MADD teams up with #TAXI

New program offers cell phone users direct access to a cab

Sept. 24, 2004

Mothers Against Drunk Driving hopes a new program that is available in Halton and across Canada will convince people not to drink and drive.

In the fight to keep the streets safe from impaired drivers, #TAXI (pound symbol Taxi) is a new sponsor of a MADD Canada initiative promoting the fastest and easiest way to get a taxi anywhere in the country.

The new partnership will work to ensure those having a few drinks will have an easier time getting a cab ride home.

"#TAXI's fast and easy way of getting a taxi is critical to encouraging people to make the right choice to call for a taxi versus drinking and driving," said Nick Quain, president of CellWand Communications, the company that developed the technology.

"By simply dialing #TAXI (#8294) on any cell phone, you are instantly connected to a taxi company of your choice, or the first available dispatch in the caller's area," said Quain.

CellWand says callers will never get a busy signal, even during peak times.

"We look forward to our range of public awareness and fundraising initiatives that will provide the public with a sensible and safe way to get to where they need to go after they've been drinking too much to drive," said Dawn Regan, MADD Canada's director of finance and fundraising.

#TAXI is currently available on the Bell Mobility, Microcell, Rogers Wireless and Telus Mobility networks and can be accessed by dialing #TAXI (#8294) on your cellular phone to obtain the first available taxi. This service is available anytime and in more than 400 cities across Canada.

Quain said cell phone users should contact their service provider to see if there is a charge for using #TAXI. If there is, it will probably be similar to the amount charged for directory assistance, he said.

CellWand said market research shows there are more than one billion calls made to taxi companies annually across North America.

"Wireless phones have long been recognized as a lifeline for Canadians," said Peter Barnes, president and CEO of the Canadian Wireless Telecommunications Association (CWTA). "Canada's wireless carriers are extremely proud to play a role in assisting MADD Canada with its tireless efforts to keep our country's roadways safe," said Barnes.

CellWand has a database of more than 12,000 taxi companies rated by size, quality and specialization across Canada and the United States.

If a caller doesn't have a preferred cab company, #TAXI will automatically use its proprietary search engine to instantly connect the caller to the first available cab company servicing their area.

CellWand is a privately-held company founded in January 2000 with offices in Toronto.