Drive High Get a DUI
In January of 2014 Amendment 64 legalized recreational use of marijuana in the state of Colorado. To ensure drivers understood the legal consequences of driving while under the influence of marijuana, the Colorado Department of Transportation turned to Amélie to develop an awareness campaign educating the public that driving while high can result in a DUI.
The majority of our target audience, males 21-34, did not realize that driving while high (drugged driving) was illegal. Through our research we discovered that they did not want to be lectured, so we chose to spread our message through humor, educating the public that while it’s now legal to do a lot of things while high, driving isn’t one of them.