Hasta La Creative!

Independent creative agency Madwell teamed up with The Ad Council and the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) to launch PSAs that aim to get marijuana users to think twice before getting behind the wheel and driving while high. The work is part of NHTSA and The Ad Council’s Drug-Impaired Driving Prevention campaign, which launched in spring 2019 to address this pressing traffic safety issue, which is growing increasingly important as more states legalize the sale and usage of marijuana.

Research indicates that young men do not believe consuming marijuana has an effect on their driving. Thus, the challenge for this campaign is to create doubt in this long-standing claim, while taking into account that the young male target trusts their experiences over experts, especially when it comes to something as polarizing as marijuana usage, and is highly resistant to being told what to do.