Don't Drive High
“Your life can change in an instant. Don't drive high.”
Government of Canada drug-impaired driving campaign led by Public Safety Canada (CA), launched December 2017 ahead of cannabis legalization for 16-24 year olds with MADD Canada, CAA, Young Drivers of Canada and police chiefs as partners, and continued in later phases (April 2019 onward) on TV, cinema, social media and public spaces; spots include 'In an instant', 'Eye opener' and 'Delivery'.
- Years
- 2017–now
- Country
- Canada
- Topic
- CannabisDrugsImpaired driving
- Asks people to
- StopSubstitute
- Strategy
- Fear appealHumorSimple instruction
- Channel
- CinemaOutdoorSocial (paid)TVWebsite
- Audience
- Young adultsYouth
Evidence
NoneUnknown
No evaluation or reach figures found.
Sponsor (who paid)
- Public Safety Canada Foreign government, funder and creator
- MADD Canada NGO, partner
Credits (who made it)
Not recorded yet.
Executions (individual ads)
- In an instant (30 s) tv
- Eye opener (30 s) tv
- Delivery (30 s, animated) social-paid
- Don't Drive High videos (campaign page) website · sponsor-site
Related campaigns
Sources
Research notes
Drafted by Claude (Claude Code) on 2026-10-28 for #130 from the sources listed; unreviewed, including the cardSummary. CA. December 2017 launch, 16-24 audience, partners and the USD/CAD 3 million first-phase budget (CBC reported a planned CAD 1.9 million) come from RCI, CFJC and CBC coverage summarized by a search tool (pages returned 403 or were not opened); budget not recorded in the budget field; check. Campaign page (opened) ties it to National Impaired Driving Prevention Week 2026, so still running. MADD Canada also ran its own cannabis-impaired driving PSAs and a 2018 school film (logged as leads). Ad library search: "Public Safety Canada", "#DontDriveHigh".
Record cases/ps-canada-dont-drive-high.json, updated 2026-10-28· Link to this campaign