Road safety is BCAA’s number one priority, and with cannabis legalization coming, they needed to remind Canadians of the dangers of driving high. But the message had to be positive; scare tactics and demonizing cannabis would convince no one, least of all our prime millennial target.

Millennials are the first generation to grow up surrounded by anti-drunk driving messages. They understand the risks. They see it as socially unacceptable behaviour. Not so for high driving. Early research showed 20% of 18-34 year old Canadian drivers think they drive the same or even better while high.

But digging deeper revealed something surprising; millennials take designated driving more seriously than any other generation. In fact, 91% regularly make plans for a safe ride home, 88% would never consider driving impaired, and 78% are comfortable calling out a friend considering driving impaired.

This insight led to a campaign that celebrates millennials for their responsible attitudes behind the wheel and encourages Canadians to follow their lead.

To date, the campaign has garnered millions in earned media and has been picked up nationally by other automotive clubs.