For CIG and the Colorado Department of Transportation’s (CDOT) Drive High, Get a DUI campaign, things really gear up around 4/20, the unofficial marijuana holiday. This year CIG and CDOT, along with fellow agency Amélie Company, implemented a lot of really cool and innovative tactics to encourage cannabis users to think ahead and plan a safe, sober ride before they get high.
We supported the “320 Movement,” a partnership between CDOT and Lyft, which started on March 20 and involved 17 Lyft vehicles wrapped with green “Plan a ride before you’re high” messaging. Riders picked up by one of the wrapped vehicles received free or discounted rides — and it was our job to let them know about it.
We did some traditional media relations with help from one of our own CIGers, who is also a Lyft driver and volunteered to have her car wrapped (Thanks, Terri!). She even offered to give Vince Hernandez from Channel 7 and his cameraman a ride-along on 4/20.