Canada's Small Agency of the Year 2020 & 2021

For the first time, cannabis edibles were legal in Canada. With a goal to keep roads safe, the Canadian Automobile Association needed to find a way to reach the 1 in 4 young Canadians who still reported driving within 2 hours of getting high.

Unlike their parents and grandparents before them, Generation Z has grown up in a pot-positive world, and don’t equate high and drunk driving—statistically even less so when that high comes from an edible. Add to that the effects of edibles can be unpredictable, lasting up to 12 hours, CAA had to find a new way to reach this younger demographic.

Digging into research revealed a generation inspired by positive reinforcement; scare tactics, finger wagging and fact-based arguments wouldn’t cut it. Young Canadians take pride in being seen as responsible, so CAA’s campaign applauds them for doing just that.

Do Anything But Drive celebrates young Canadians who choose to plan ahead, cheering on the silly, sometimes weird things you get up to on edibles, as long as it doesn’t happen behind the wheel. Designed to strengthen Gen Z’s existing responsible attitudes, the campaign was one of acceptance over judgement.

With a heavy social media presence, Do Anything But Drive spoke to young drivers where they spend most of their time, including TikTok, Snapchat, and Twitch.

To date, the campaign has been CAA’s most successful, garnering millions in earned media and being picked up nationally by other automotive clubs.