The Liberal Government is launching the first in a series of ads to dissuade young people from driving while high.The first video ad will launch Dec. 18 and run on television and social media, and in movie theatres the country, says Public Safety Minister Ralph Goodale’s office.
The government is spending $3 million on the campaign and targeting the first tranche at people ages16 to 24, a group Goodale described as “particularly impressionable.”
The minister will formally announce the campaign at 9:30 a.m. ET today at Carleton University in Ottawa.The 30-second ad is shot to appear as if the viewer is filming a live video on a cellphone.
It starts with a teenaged-looking girl waving to the camera, then filming her friends smoking marijuana. If what the group is passing around in a circle is unclear to the viewer, two puff emojis appear onscreen, followed by a tree and a rolling eye emoji.In the next shot, the audience is in the passenger seat as one of the smoking teens starts the car. The teens in the back pose for pictures. “Almost there! Chloe’s Party,” reads a sticker on the video.
The driver looks increasingly high while the teen girl from the start takes flower crown selfies.The car music is cut off by a loud, long honk.
The car’s window shatters as another vehicle smashes into them, its wheels screeching.The video then focuses on the phone covered in shattered glass: “Your life can change in an instant. Don’t drive high,” reads a voice.
Goodale says recent public opinion research suggests that half of young people 16 to 24 don’t consider driving while high as bad as driving drunk.
According to Public Safety Canada, drug-impaired driving has been on the rise here since police-reported data became available in 2009. Young people are the largest group of drivers who die in crashes and test positive for drugs.