Marijuana Safety Campaign
In 2017, Amélie Co. brought CDOT and Lyft together to launch the 320 Movement, a marijuana safety campaign, encouraging marijuana users to plan a safe ride ahead of 4/20. The campaign featured 17 wrapped Lyft vehicles as a nod to the 17 percent of DUI arrests last year involving marijuana, per the Colorado State Patrol. “Plan a ride before you’re high” messaging on the cars and across metro Denver drove riders to a website where they could there find multiple discounts on Lyft rides. Earning over 239 million impressions nationwide, the 320 Movement campaign also took to the streets with a giant marijuana edible unwrapped to reveal a wrecked car displayed outside of the Red Rocks amphitheater and other locations.