Problem

Twenty per cent of Canadians aged 18-24 say they have driven high or been in a vehicle with a high driver, according to new research from the Canadian Automobile Association (CAA). The finding points to the need for more public education to make sure everyone understands the risks of driving high. Gen-Z is a very socially conscious generation that understands the dangers of driving drunk. But there is a group who doesn’t associate the same risky behaviour with smoking cannabis or doing edibles.

Solution

According to research, fact-based arguments or scare tactics don’t work with Gen-Z. But they do listen to positive reinforcement, and they’re more socially conscious than any previous generation. This led to CAA’s new national video campaign Do Anything But Drive, which carries a simple message for young adults: if you’re going to do edibles, do anything but drive.