These edgy commercials take aim at Gen Zs driving while high on edibles

More than half a million young Canadians say they have driven while high or have been in a vehicle with a high driver.

New research from the Canadian Automobile Association says one-fifth of 18-24 year olds have not been careful with cannabis and driving, pointing to the need for a new education campaign.

“Gen Z is a very socially conscious generation that understands the dangers of driving drunk,”

CAA’S vice president of public affairs, Ian Jack, said in a news release.

“But there is a significant group who don’t associate the same risky behaviour with smoking cannabis or doing edibles.”

CAA, using Vancouver-based agency One Twenty Three West, launched a new video campaign called Do Anything But Drive, which aims to persuade youth to stop driving under the influence of edibles.

“In our campaign we try to take a light-hearted approach to the reality that some people will take cannabis edibles,” Jack says. “Whatever else you choose to do, please make sure you don’t get behind the wheel. Plan ahead … just like you would after drinking.”

Added Jack: “We’re hoping Gen Z will take the Do Anything But Drive message to heart, and show the leadership for themselves and others we know they can.”