Drug-Impaired Driving Prevention

Drug-Impaired Driving Prevention

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    Pineapple | Drug-Impaired Driving Prevention | Ad Council

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48% increase in weekend nighttime drivers who tested positive for a form of cannabis between 2007 and 2013, according to NHTSA’s most recent national roadside survey.

Overview

Although several states have legalized marijuana use, driving when impaired by any substance remains  illegal in all 50 states and in Washington, D.C. Many marijuana users don’t see a problem with driving after use – but research shows marijuana can slow your reaction time, impair your judgment of distance, and decrease coordination.

That’s why the Ad Council has partnered with NHTSA to launch a new national campaign to encourage individuals to recognize that after they’ve used marijuana, they shouldn’t drive. We are setting out to change the national conversation around driving after using marijuana, the same way we did for alcohol with our iconic “Friends Don’t Let Friends Drive Drunk” campaign.

The campaign targets men ages 18-34, many of whom reject the commonly held stereotypes of marijuana users. These individuals aren’t lazy or unmotivated, but rather consider themselves responsible and have their lives together. They have taken measured risks to achieve their current standings, and while they are not risk-averse, they are reluctant to take unnecessary risks when high. 

New multimedia creative, developed pro bono by Reprise Digital, acknowledges the good decisions these young men are already making while high and reminds viewers not to make an exception when it comes to driving. The ads’ main message is: “If you feel different, you drive different.”

The conversation will be continued on our website, FeelDifferentDriveDifferent.org, a resource that provides academic studies and information that combats common myths about the effects of marijuana on driving ability. It also reminds users that even if marijuana is legal in their state, driving impaired is illegal everywhere.

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