The Canadian Automobile Association (CAA) is hoping to change that perception and behaviour with a new, innovative online campaign. CAA partnered with Drug Free Kids Canada to launch The Call That Comes After, which includes a technological twist that drives home the dangers of high driving.

“It’s important that kids get the message that driving high can wreck lives,” says Jeff Walker, vice-president of public affairs for CAA National. “This campaign combines two of the major influences in teens’ lives – social media and their parents – to bring that home.”

The journey begins at TheCallThatComesAfter.com, where parents send a personalized message to their teen encouraging them to watch a video.  In the video a group of likeable teens make the fateful decision to drive after smoking marijuana. The video culminates with a crash, followed by a series of frantic texts from a parent asking if they are okay. The message then makes an unexpected jump to real-life as the same frantic messages begin appearing on the phone of the teen watching the video, abruptly transforming them from a passive viewer to an active participant in the narrative.

“Marijuana and drug-impaired driving has always been a concern for CAA,” says Walker. “But with the upcoming legalization of recreational marijuana in Canada, CAA views drug-impaired driving as a priority road safety issue this year.”

CAA research has also revealed that two thirds of Canadians of all ages believe roads will become more dangerous once marijuana is legalized. With this campaign and others coming later this year, CAA wants to ensure Canadians, especially teens, are properly educated about the risks involved with driving under the influence of marijuana.