Drive High Get a DUI

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.
Awareness of the new driving laws started below 40% with our target audience. However, through the initial phase of awareness tactics including mass media and outdoor, we were able to move the awareness levels over 90%. Following the behavior change model, the campaign was ready to move into more targeted engagement tactics in order to move our target audience from awareness to consideration, trial, and adoption. Ambient and experiential executions reached our targets directly and helped us create video assets we could use to target those still in the awareness phase. The latest iterations of the campaign have brought in partners like Lyft to give our audience sustainable alternative behaviors and make our roads safer in the era of legalized retail marijuana.

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