Now that marijuana has been legal for recreational use in Colorado for a couple of months, the state’s Department of Transportation is launching a campaign to discourage residents from smoking and driving.
Monday marks the official kick-off for CDOT’s new “Drive High, Get a DUI” campaign, which features commercials aimed at men aged 21 to 34—the demographic with the highest number of DUIs. The campaign also includes tourist outreach to rental car companies and dispensaries.users about marijuana driving laws in Colorado.
From 2006 through 2012, about half of drivers involved in a fatal car crashes were tested for drugs. About 11 percent of those drivers tested positive for marijuana, according to CDOT data. In a September CDOT survey, 21 percent of respondents reported consuming marijuana and then driving at some point in the past month.
“As Coloradans now have more access to marijuana, we want them to be aware that law enforcement is trained to identify impairment by all categories of drugs and alcohol,” Col. Scott Hernandez, Chief of the Colorado State Patrol, said in CDOT’s statement announcing the campaign.
Watch the campaigns three PSAs—BBQ, TV, and basketball—below: