Following successful outreach at the Cannabis Cup in 2014 and 2015, news broke that the annual event was canceled for 2016, so CDOT returned to CIG for a new and innovative way to reach marijuana consumers. Research indicated that while marijuana users were starting to understand they could be arrested for a DUI while under the influence of marijuana, many still inaccurately believe marijuana makes them better drivers.
In 2014, 58 drivers involved in fatal crashes in Colorado tested positive for marijuana at a level above the legal limit.
CIG set out to dispel that myth and educate Colorado residents about the laws surrounding driving under the influence of marijuana. Part of CDOT’s Drive High, Get a DUI campaign, CIG developed a creative and eye-catching approach to drugged driving awareness during annual 420 celebrations.
The team wrapped two vehicles to create a mock “Slow-Speed Chase” — a police cruiser and a drugged driver – to display the consequences of driving high. The vehicles were adorned with messages, including: “Hot Box = Hot Pursuit”; “No Strain = Safe Driving”; “Marijuana Impairs Perceptions of Time, Distance and Speed”; and “Your Car is Faster Than You Think.”