Marijuana is involved in 17% of DUIs in Colorado. While our awareness campaigns have moved awareness of DUI laws from below 40 percent up to 91 percent, the Colorado Department of Transportation (CDOT) was faced with a challenge: How do we get marijuana users to take action on their knowledge?
Enter, “The 320 Movement.” Whether it’s April 20th, 3:20 PM, or just a symbolic reminder of the need to pre-plan your ride before using marijuana—the 320 Movement was created to make Colorado roadways safer by planning a ride or designating a driver before you are high.
To give riders more incentive to plan ahead, we approached Lyft to be a partner in our mission, and oh man did they show up. Lyft offered discounted rides for the duration of the campaign. The campaign launched in advance of the “4/20 holiday” with branded Lyft vehicles and a giant eight-foot marijuana edible placed at Red Rocks Amphitheater, 420 On The Block and local dispensaries—the campaign was hard to miss.