High Doesn't Drive. High Gets A Ride.

Following the legalisation of cannabis on 1 April 2024, many young drivers underestimate the risks of cannabis in road traffic. Rules and penalties? Often unknown. Dangers? Often ignored.

A survey showed that 74% of Germans are unaware of the rules on marijuana and driving. To meet the urgent need for education, the German Road Safety Council (Deutscher Versicherungsrat) needed an effective prevention campaign that would teach young people, a high-risk group, how to use cannabis safely in traffic and help prevent accidents.

Our task: To directly address the high-risk group of 18- to 24-year-olds – with positive, authentic communication that does not lecture but arouses curiosity. The aim is to impart knowledge, dispel myths and point out alternatives that are cooler than getting behind the wheel yourself. Because driving while high risks more than just points on your license – and taking responsibility gets you safely to your destination.

Positive messages on equal terms instead of prohibitions or lectures – because prevention reaches young people when they feel understood and not patronized. Forgoing driving yourself is humorously presented as a lifestyle choice – instead of ‘You mustn't drive,’ the message is ‘Let yourself be chauffeured!’ The memorable message ‘High Doesn't Drive. High Gets A Ride’ conveys the right behaviour and promotes safe alternatives. On the campaign website www.high-lässt-fahren.de, we provide information and explain the rules that apply. With playful quiz elements, we debunk common myths and give tips on how to behave correctly.

The case combines the areas of strategy, creation, digital and content communication, social media and event organization. The implementation included a nationwide awareness campaign online, on social media, in cinemas and on the radio, supplemented by a dedicated website with interactive quiz- and myth-check features. Driving schools and police departments through Germany also integrated our campaign into their prevention work.

Additionally, we implemented Germany's first roadshow for cannabis prevention in road traffic. With a truck and a large exhibition tent, the roadshow toured selected cities to bring the topic to life for the young target group with interactive offerings. With a car and e-scooter driving simulator, drunk goggles course and a reaction wall, prevention is conveyed in a tangible and lasting way to over 1,000 students, trainees and young professionals.  The campaign is also supported by the federal government: Prof. Dr Hendrik Streeck, the Federal Government Commissioner for Addiction and Drug Issues, has taken on the patronage of the roadshow.