New Report Recommends Ideas for Profitable Hashish-Impaired Driving Campaigns


The Governors Highway Safety Association (GHSA) commissioned a report about academic campaigns on hashish and driving on July 26. The GHSA partnered with Nationwide Alliance to Cease Impaired Driving to create a playbook written particularly for State Freeway Security Places of work (SHSO).

Governors Freeway Security Affiliation’s Government Director, Jonathan Adkins, defined the necessity for a playbook that’s updated concerning hashish legalization, general acceptance of hashish by customers, and extra. “As authorized hashish use turns into extra widespread within the U.S., motorists have to know the risks of driving below the affect,” stated Adkins. “However that message gained’t be heard if it’s outdated, irrelevant or insulting to hashish customers. This new report affords a playbook to assist states develop messaging that resonates with hashish customers and prompts them to chorus from driving for their very own security and the protection of everybody else on the street.”

The report, referred to as “Cannabis Consumers and Safe Driving: Responsible Use Messaging,” relies on a wide range of surveys and interviews, and expands upon an unpublished 2021 Hashish Regulators Affiliation white paper with “further methods and proposals about promising practices that may improve security partnerships and improve the effectiveness of outreach and schooling on hashish use and driving.”

The report states that previous to the pandemic, roughly 21% of drivers concerned in deadly car crashes had THC of their techniques. Throughout the pandemic, this proportion rose to 33% (and for comparability, the proportion of individuals with alcohol of their techniques was solely 29%). In a survey performed by AAA Basis for Visitors Security Tradition Index, drivers view impairment of alcohol and hashish in a different way. When requested about driving whereas inebriated, 95% of individuals believed it was “very or extraordinarily harmful.” When requested the identical query about hashish, solely 69% responded with the identical reply.

The GHSA report writes that additional schooling is vital to selling protected driving and enforcement. It reviewed academic campaigns which have been carried out in Colorado and Washington, which had been the primary states to legalize hashish. It additionally addressed present schooling efforts that be taught from these earlier campaigns, such because the “simple, non-judgmental” messages in Connecticut which have been promoted on social media channels, radio, TV, billboards, bus panels, and printed supplies. Whereas hashish turned authorized in Connecticut on July 1, 2021, retail gross sales gained’t start till later this yr. Nonetheless, the report additionally examines an academic marketing campaign in Wyoming, the place hashish is at the moment nonetheless unlawful.

After reviewing the content material, the report addresses “promising practices” that the authors view as helpful for growing schooling campaigns, comparable to partnering with hashish business teams, receiving devoted funding, and utilizing particular wording in marketing campaign messages.

In additional element, the report’s 5 primary suggestions discover marketing campaign success based mostly on the offered examples.

First, it recommends that funding be derived from hashish gross sales tax income, in partnership with native state legislators. Second, it extremely recommends partnering with a wide range of hashish teams with the shared objective of shopper security. “Working collectively, collaborative schooling campaigns can replicate the wishes of all companions to assist preserve hashish customers protected,” the report defined.

Third, the report additionally defined the significance of the marketing campaign messengers. Authorities leaders and establishments are “typically not good selections,” so it’s important to decide on revered people who’re part of the hashish neighborhood to get the purpose throughout. The particular phrases chosen for a marketing campaign can even lend to its success and preserve credibility, comparable to avoiding archaic phrases comparable to pot or weed, or utilizing “shopper” as an alternative of “person.”

Lastly, the report states {that a} marketing campaign message must be chosen with care and respect. “Insulting or judging the target market hardly ever improves message reception and turns individuals off, ensuing within the message getting misplaced. Not driving after utilizing hashish must be the first focus of informational campaigns, not using hashish itself,” the report explains. “Messaging that appeals to the dangers versus rewards of driving after consuming hashish could be efficient with the target market, which tends to be younger and male. As a result of it’s not clear what accountable use of hashish actually is or appears to be like like, appeals to ethical sensitivity—normative selections which might be thought of ‘good’ or ‘proper’—could have a larger impact on altering habits than the same old ‘simply don’t do it’ messaging.”

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