Colorado, known for its picturesque landscapes and the thriving legal marijuana industry, has found itself grappling with an unexpected challenge – drugged driving. Surprisingly, a significant portion of DUIs issued by the Colorado State Patrol are related to marijuana use, with a startling 20 percent of cases involving cannabis. Moreover, a recent self-reported survey revealed that 55 percent of marijuana users admitted to driving under the influence an average of seven days per month. This alarming trend has prompted the Colorado Department of Transportation (CDOT) to take innovative measures, including a thought-provoking 3D billboard in downtown Denver, to address the issue head-on.

The 3D Billboard: A Striking Reminder

In the heart of downtown Denver, an inventive 3D billboard has captured the attention of passersby. What was once a white sedan has been transformed into the shape of a doobie, complete with a red glow at the back, symbolizing either a lit joint or a burning car wreck. This eye-catching display, strategically located within a mile of six dispensaries, serves as a stark reminder of the dangers associated with drugged driving. While there might be a perception that driving under the influence of marijuana is safer than alcohol, CDOT’s bold billboard asserts that being safer doesn’t equate to being completely safe.

Dispensary Partnerships: Extending the Message

Recognizing the need for a comprehensive approach, CDOT has forged partnerships with dispensaries across the state to extend its “Drive High, Get a DUI” campaign. Educational posters adorn dispensary walls, providing valuable information about the risks of drugged driving. In a unique twist, safety messages have even found their way onto rolling papers sold at dispensaries, reaching consumers at the point of purchase. This collaborative effort aims to educate Denver’s smokers and visitors about the potential consequences of driving under the influence of marijuana.

Targeted Campaigns for the Future

Looking ahead, CDOT plans to elevate its campaign through more targeted methods. The innovative use of technology will play a key role, with plans to launch ads that can read the location on smartphones. These ads will be capable of detecting when individuals are in or near a dispensary, delivering timely reminders about responsible behavior. By leveraging technology and refining their outreach strategies, CDOT seeks to make a lasting impact on reducing drugged driving incidents in the state.

Challenging Perceptions

One of the challenges in combating drugged driving is the lingering belief that driving high is inherently safer than driving under the influence of alcohol. While statistics may support this somewhat, it is crucial to dispel the notion that driving high is risk-free. Marijuana impairs cognitive functions and reaction times, posing a threat to the driver, passengers, and others on the road. CDOT’s campaign aims to challenge these perceptions and create a collective awareness about the potential dangers associated with drugged driving.

Colorado’s battle against drugged driving reflects the evolving landscape of road safety concerns in states where marijuana is legal. The 3D billboard in downtown Denver is a testament to the innovative measures CDOT took to address this issue. Through partnerships with dispensaries and plans for future targeted campaigns, Colorado is actively working to change perceptions, educate the public, and promote responsible behavior. As the state navigates the highs and lows of its unique challenges, the goal remains clear – creating safer roads for residents and visitors alike.