Ad Council Campaign: Driving While High On Pot Is Illegal

The National Highway Traffic Safety Administration (NHTSA) and the Ad Council are tackling the issue of driving while high on marijuana in a new campaign.

While there are other PSAs in the market that focus on the legal consequences of driving high, this new campaign is focusing on changing social norms around the acceptability of driving after using marijuana.

The creative, serving as the first collaboration between Reprise Digital and the Ad Council, highlights the fact that smoking pot can impair motor skills and cause delayed reactions — dangerous if you’re behind the wheel.   

The national campaign is also designed to serve as a unified message since state laws vary.

The Ad Council did consumer research in a range of states and found that attitudes and behaviors around driving were similar nationwide. Many marijuana users don’t view driving under the influence as risky behavior.

"It's not safe or legal to drive under the influence, even if a state permits marijuana use,” said Heidi R. King, NHTSA's deputy administrator. The agency wants to “encourage marijuana users to make smart choices and avoid getting behind the wheel after using marijuana. We want everyone to remember: If you feel different, you drive different."

 

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