New Report Recommends Tips for Successful Cannabis-Impaired Driving Campaigns



The Governors Freeway Basic safety Affiliation (GHSA) commissioned a report about academic strategies on hashish and driving on July 26. The GHSA partnered with Countrywide Alliance to Prevent Impaired Driving to create a playbook written specially for Condition Freeway Security Offices (SHSO).

Governors Freeway Safety Association’s Executive Director, Jonathan Adkins, described the will need for a playbook that is up to date with regards to cannabis legalization, general acceptance of hashish by people, and more. “As authorized hashish use turns into a lot more widespread in the U.S., motorists will need to know the potential risks of driving less than the impact,” explained Adkins. “But that concept won’t be heard if it is out-of-date, irrelevant or insulting to cannabis customers. This new report provides a playbook to help states create messaging that resonates with cannabis people and prompts them to refrain from driving for their have safety and the safety of every person else on the road.”

The report, termed “Cannabis Individuals and Safe and sound Driving: Responsible Use Messaging,” is based mostly on a wide variety of surveys and interviews, and expands upon an unpublished 2021 Cannabis Regulators Association white paper with “additional tactics and tips about promising practices that can boost safety partnerships and maximize the performance of outreach and schooling on hashish use and driving.”

The report states that prior to the pandemic, approximately 21% of motorists included in fatal car or truck crashes experienced THC in their techniques. In the course of the pandemic, this proportion rose to 33% (and for comparison, the proportion of men and women with alcoholic beverages in their programs was only 29%). In a survey conducted by AAA Basis for Targeted traffic Safety Culture Index, motorists view impairment of alcoholic beverages and hashish otherwise. When questioned about driving while under the impact of liquor, 95% of folks thought it was “very or exceptionally hazardous.” When requested the exact same question about hashish, only 69% responded with the same answer.

The GHSA report writes that further schooling is essential to advertising and marketing secure driving and enforcement. It reviewed educational campaigns that have been applied in Colorado and Washington, which ended up the 1st states to legalize cannabis. It also tackled latest education and learning initiatives that understand from those people previously campaigns, these kinds of as the “simple, non-judgmental” messages in Connecticut that have been promoted on social media channels, radio, Tv, billboards, bus panels, and printed resources. When cannabis turned legal in Connecticut on July 1, 2021, retail profits won’t start out until eventually later this year. Nonetheless, the report also examines an educational campaign in Wyoming, exactly where hashish is presently nevertheless unlawful.

Right after reviewing the content, the report addresses “promising practices” that the authors see as useful for creating training strategies, these kinds of as partnering with cannabis field groups, obtaining dedicated funding, and making use of unique wording in campaign messages.

In more element, the report’s five primary recommendations check out marketing campaign good results primarily based on the presented examples.

1st, it endorses that funding be derived from hashish revenue tax earnings, in partnership with local condition legislators. Next, it hugely recommends partnering with a variety of cannabis teams with the shared target of consumer safety. “Working collectively, collaborative training campaigns can mirror the wants of all companions to support hold cannabis consumers safe,” the report described.

Third, the report also described the great importance of the campaign messengers. Authorities leaders and institutions are “generally not fantastic possibilities,” so it’s vital to decide on revered people today who are a component of the hashish neighborhood to get the place across. The unique words and phrases chosen for a marketing campaign can also lend to its good results and sustain reliability, these as preventing archaic conditions these types of as pot or weed, or using “consumer” as a substitute of “user.”

Last but not least, the report states that a marketing campaign concept need to be preferred with treatment and respect. “Insulting or judging the focus on viewers not often enhances information reception and turns people today off, resulting in the message getting shed. Not driving after utilizing hashish should really be the principal emphasis of informational strategies, not the use of hashish alone,” the report explains. “Messaging that appeals to the hazards compared to rewards of driving after consuming hashish can be effective with the target audience, which tends to be young and male. Since it is not apparent what accountable use of hashish actually is or seems to be like, appeals to moral sensitivity—normative possibilities that are viewed as ‘good’ or ‘right’—may have a increased outcome on shifting actions than the common ‘just really don’t do it’ messaging.”