Banfield Agency has teamed up with the Government of Canada for a powerful campaign that is helping change young Canadians’ opinions about the dangers of driving under the influence of drugs.
Ottawa-based Banfield Agency developed the initial In an Instant campaign in 2017, designed to raise awareness and change attitudes among young Canadians about the dangers of driving high, in conjunction with Public Safety Canada. Phase two of the initiative has just launched in market across the country.
The campaign has already achieved results: 80 per cent of 16- to 24-year-olds agreed with the statement “Marijuana has a negative impact on a person’s ability to drive,” up from 72 per cent previously. Another 64 per cent strongly agree, up from 45 per cent before.
The legalization of marijuana last year brought significant health and safety concerns, particularly around driving while under the influence.
Most Canadians generally agree that driving while drunk is unacceptable. But the same consensus doesn’t exist for driving while high – particularly amongst young people.
The centrepiece of the campaign is a series of videos aimed at showing the consequences to young people and their loved ones of driving while high.
The first video shows a young person involved in a car crash while driving high. The second shows the physical and social consequences of the crash.
The videos have or will appear as advertisements on national television, Instagram, Snapchat, YouTube. Spotify appeared and in movie theatres. The campaign will also appear as a series of out-of-home executions.
Check out the spot below or visit the full campaign landing page.