Driving under the influence of cannabis is becoming increasingly common and poses a serious risk to public safety.
AAA emphasizes the importance of responsible cannabis use and strongly discourages driving while impaired.
Effective messaging to deter cannabis-impaired driving should be relatable, avoid stereotypes, and highlight personal responsibility.
The Cannabis Leaf The AAA Foundation for Traffic Safety recently conducted two complementary studies on the effects of cannabis on drivers.
Listing cannabis as the third most-used substance in the U.S. following nicotine and alcohol, the studies analyzed the thoughts, perceptions and reasons for driving under the influence to develop messages to deter the behavior.
According to a news release from AAA, driving under influence of cannabis, which is considered impaired driving, has led to an increase in the risk of car crashes, injuries and fatalities.
Mark Jenkins, AAA’s spokesmen, said that while AAA will not weigh in on whether marijuana should be legal, AAA strongly opposes individuals driving under its influence because its “impairing effects make it unsafe to operate a motor vehicle.”
One study showed that 44.1% of cannabis consumers use cannabis multiple times a day. Driving following consumption is quite common (84.8%) with 53% of cannabis users driving within one hour of consumption. Almost 47% think they either drive the same, a little better (14.7%) or much better (19.4%).
The study also gauged habits, behaviors and perceptions to focus on messaging that resonated with cannabis consumers, again to deter this behaviorAccording to AAA almost 39% of cannabis users trust safe-driving messaging from cannabis industry groups, brands and companies. Realistic, positive and diverse messaging that sidestepped exaggerated stereotypes was preferred along with relevancy tailored to the intended audience.“Messaging that highlighted personal responsibility and safety concerns performed better than messages based on legal risks,” noted AAA’s study.“Effective messaging about cannabis-impaired driving needs to include credible voices, real-world scenarios, and respectful language,” said Jake Nelson, AAA’s director of traffic safety advocacy. “Individuals who consume cannabis come from all walks of life and that should be reflected in the messaging.”Research shows that cannabis consumers trust the cannabis industry. AAA said policymakers can develop impactful and meaningful messaging by […]
AAA studies cannabis consumption in an effort to deter driving under its influence
