A local chapter of Mothers Against Drunk Driving expressed sadness Monday that its holiday season campaign did not reach everyone following a fatal traffic accident that happened on Boxing Day.

Two men died and a woman was sent to hospital after three vehicles collided on Columbus Drive near Blackmarsh Road in St. John's Friday evening. Police said alcohol was a factor in the collision.

Mothers Against Drunk Driving had hoped there wouldn't be another tragedy related to drinking and driving this year.

Christine Care, president of the Avalon chapter of MADD in Conception Bay South, said the government needs to put more money into educating people about the dangers of impaired driving.

"It always comes down to us thinking about the consequences," Care told CBC News on Monday.

"We have to be conscious all the time you know. Christmas is ruined for so many people now and instead of happy memories now all these people affected will be haunted by this tragedy forever," she said.

The RCMP said alcohol was a factor in approximately one-third of 33 deaths on highways in the province for 2008.