Decades of PSAs have made drunk driving socially unacceptable. But the same scorn that comes with driving after drinking is not necessarily directed at those who get behind the wheel while high. That’s because many people don’t equate being stoned with being impaired.

So when cannabis became legal in Canada, Tweed, the flagship brand of Canopy Growth, saw the opportunity to promote responsible cannabis consumption without being perceived as a finger-waving buzz-kill.

Tweed, Cossette and Cossette Media developed a cheeky (not preachy) campaign that offered 101 things to do instead of driving high. Consumers were invited to engage with the 101 ideas across social, digital, radio, TSAs, OOH, murals and street level activations. Suggested activities included counting buttons piled high or popping a bubble-wrapped bus shelter.

The brand partnered with MADD and Uber to speak to Canadians without having to age-gate, and to remind them of ridesharing alternatives. On legalization day, Tweed placed a massive Uber button at a busy intersection in Toronto, providing free rides for those committed to not driving high (it was also the first time Uber discounts were included in OOH advertising).

The campaign increased awareness about the dangers of high driving, with 93% of Canadians say that they understand the dangers of driving high, and #DontDriveHigh has been adopted by other organizations, such as CAA. The partnership with Uber resulted in over 10,000 discount codes redeemed, effectively removing over 10,000 potentially high drivers from the road.