This fall marks a major change for Canada. As of October 17, the Canadian government will legalize cannabis. The Canadian Automobile Association (CAA) has been diligently preparing for the change, ensuring road safety remains a top priority for Governments at all levels, and reminding drivers of the dangers of driving under the influence of cannabis.

CAA did polling to determine how Canadians feel about cannabis-impaired driving. It was revealed that one in five young Canadians believe they are either the same or better while driving under the influence of cannabis.

To combat the myth that young drivers are better stoned, CAA has several campaigns in market. One uses real tweets from people sharing funny or cringe-worthy stories of things they did while high. The tone starts off light but quickly switches as the viewer realizes people get behind the wheel while their thinking is impaired. This campaign reached millions of Canadians.  

The British Columbia Automobile Association (BCAA) launched a series of videos that use the role-reversal concept to show millennials helping their parents get home safely after getting high. The aim of this campaign is to position millennials as leaders in preventing stoned driving and making it socially unacceptable. The campaign was such a success that it will be rolled out nationally in October.

Finally, CAA will be releasing a first-of-its-kind study for Canada on the effects cannabis has on driving. CAA contracted a prominent Canadian cannabis expert, who helped produce the government’s framework for legalization, to study the impairing effects of marijuana on young drivers. The study will examine how many hours a young person should wait to drive after consuming cannabis.

CAA’s work is far from over; CAA continues to call on the government to provide more funding for research, public education and resources for police across the country.