Back in the 1980s, The Ad Council and the US Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) successfully changed the conversation around drinking and driving. More recently, their efforts contributed to a 20% decline in alcohol-impaired driving fatalities. As of 2019, the duo works towards changing the attitudes around getting behind the wheel under the influence of marijuana — a concerning traffic issue, which requires more attention as more states allow people to legally consume marijuana.
The Ad Council and NHTSA seek to continue promoting their safe driving initiative, publishing new work as part of their Drug-Impaired Driving Prevention campaign. Centered around the same tagline, “If You Feel Different, You Drive Different,” the new work is made with the help of independent agency Madwell and includes two PSAs aimed at making consumers reflect on how risky the weed-driving combination really is.
Cannabis consumption is legal in several states — each having its own rules and laws. But one thing remains unchanged in all of these places: Driving under the influence of this or any other substance is illegal, not to mention that it is not safe either. Even though many consumers wrongly assume there isn’t a problem when it comes to driving after use, researchers’ findings contradict their “theory.” The skills a driver needs to safely operate a car are affected by marijuana, which slows reaction time, impairs judgment of distance, and decreases coordination.
To reach an audience made of young males who trust their experiences more than experts’ findings, the duo decided to wrap their message in friendly “packaging,” delivering it to them as if it was coming from one of their fellows. “Our strategy focused on solving a timeless paradox,” said Amber Hahn, Madwell’s SVP, Head of Integrated Strategy. “We know young men are resistant to messages from enforcers and experts, particularly around topics like marijuana use. The best way to begin to change attitudes and behavior on this issue is to frame it up through the lens of their personal experience as if it was coming from a peer.”
“This vital campaign educates drivers on the dangers of driving high while reminding them it is always illegal and does so in a way that speaks candidly — not condescendingly — to our target,” continued Michelle Hillman, Chief Campaign Development Officer at the Ad Council.
The 15-second-long spot, “I’m in an Ad,” features a young man partying with his friends in a smoke-filled room. But as he looks into the camera, he reveals what’s the reason behind these images. He’s an actor and he was given exactly 12 seconds to remind people that if they are high, don’t drive.
The 30-second one uses a more humorous approach. The “Not Camping Day” presents four friends all geared up to go camping, smoking some marijuana while getting ready to hit the road. They all hop in the car and the driver’s seat remains empty because everyone is high. Still, they don’t give up on their camping plans and decide to have some fun on the front lawn instead. Both ads end with the line that reminds consumers that “If You Feel Different, You Drive Different.”
Given that scare tactics proved to be unsuccessful in addressing drug use in America, the partners decided to speak about this topic in a more friendly and sensitive way. “Our goal was to create something that spoke differently within the category, and to our target,” concluded Madwell’s Associate Creative Director, C.J. Thomas. “We didn’t want to villainize the act of consuming marijuana or people who choose to do it. We just wanted to show people having fun and enjoying themselves, while also making the right decision not to drive when they’re high.”
The campaign is planned to include TV and digital video, radio, OOH, digital banner, and print creative. TV and online video are available as of January with other media assets to follow in the second quarter of 2022. The creative will be available nationally through The Ad Council’s donated media model.
Credits:
Client: The Ad Council
VP, Group Campaign Director: Dzu Bui
VP, Campaign Director: Allie Baum
Campaign Manager: Milan Genovese
Assistant Campaign Manager: Diego Villegas
Manager, Strategy & Evaluation: Anuar Saab
Client Sponsor: The US Department of Transportation’s National Highway Traffic Safety Administration (NHTSA)
Agency: Madwell
CCO, Co-Founder: Chris Sojka
Associate Creative Director: CJ Thomas
Associate Creative Director: Jason Torrez
Associate Creative Director: Alex Rhubart
Designer: Emma Gaedje
Sr. Copywriter: Laura Munoz
Copywriter: Emma Turetsky
VP, Client Services: Gabriela Benitez
Account Director: Keisy Bisono
Account Supervisor: Kristen Paterno
COO: Sandy Sherman
VP, Production: Klodet Torosian
Senior Producer: Colin Nichols
SVP, Head of Integrated Strategy: Amber Hahn
Senior Strategist: Madie Oldfield
Strategist: Hayley Yates
VP, Media: Lindsey Boan
Director, Integrated Media: Jenny Liu Pearson
Media Planner: Victoria Piersanti
Production Company: Starfish | New York
Director: Amilcar Gomez
Assistant Director: Gary Dejesus
Executive Producer: Jenita Spirtovic
Line Producer: Issac LeFevre
Unit Production Manager: Chiara Gerek
Director of Photography: Jason Banker
Wardrobe Stylist: Tiffani Williams
Hair Stylist: Brenton Diallo
Makeup Artist: Fredy Anaya
Editorial/Post Company: Naked City Films | New York
Editor: David Schmidt
Executive Producer: Mike Sitley