As part of its $450,000 “Drive High Get a DUI” campaign, Colorado recently rolled out a bunch of fun activities to remind the public that it is not OK to drive while marijuana-impaired. As the Colorado Department of Transportation (CDOT) writes, the CDOT videotaped the public’s reactions to the various campaign tactics, including “Smoking Cars,” End Game Arcades, a Cannabis Quiz Cab, and a booth of activities people can legally do while high, while reminding them that driving is not one of those legal activities.
Trevor Hughes reports for USA Today that state officials surreptitiously parked the “Smoking Cars”outside of concert venues, sporting events, and shopping malls. They were parked in Denver, Boulder, and Fort Collins, and quickly filled with smoke, Adam Rosenberg writes for Mashable. The non-toxic smoke blew out of the cars’ windows, propelled by fans rigged up inside the vehicles, Hughes writes. The clearing of the smoke in each car revealed a neon sign saying “Drive High Get a DUI,” writes Rosenberg.
”We don’t want to make any judgment on someone using marijuana in Colorado, but boy do we make a judgment about people who use marijuana and then get behind the wheel,” said Sam Cole, a spokesman for the Colorado Department of Transportation, as Hughes reports. The campaign targets young men, who comprise the largest percentage of frequent marijuana users, Hughes writes.
Colorado legalized the recreational use of marijuana on January 1, 2014, Hughes notes, adding:
In Colorado, of all the drivers involved in a fatal crash who were tested from 2006-2010 and who were found to be impaired, the vast majority – 84% – were impaired by alcohol, while the remainder – 16% – tested positive for cannabis. State traffic-safety experts still concentrate heavily on alcohol-impaired drivers but have now added marijuana awareness as a second area of focus. Not every driver is tested after a fatal crash, and state officials have recently improved their data-collection efforts to better understand the role marijuana may play in crashes across Colorado.
The coin-op “End Game” arcade machines, also featured in the campaign, and specially designed at CDOT’s behest, were installed at 10 locations around Denver, Rosenberg writes. Created to capture the attention of game enthusiasts, and featuring old-fashioned artwork in the style of Sega’s Outrun, End Game sends the message: “CDOT reminds you” that driving while high is not legal. The End Game machines offer many popular arcade games for free, including such classics as BurgerTime, Dig Dug, Frogger, Galaxian, and Mappy, Rosenberg writes.