The new ad campaign from the Colorado Department of Transportation includes a combination of humorous television ads and more serious messages being distributed to dispensaries and rental car companies.

Courtesy/Colorado Department of Transportation

The new ad campaign from the Colorado Department of Transportation includes a combination of humorous television ads and more serious messages being distributed to dispensaries and rental car companies.

New statewide ad campaign aims to prevent stoned driving

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Impaired driving quick facts

• It is illegal to drive under the influence of marijuana, and can result in a DUI similar to drunk driving. A DUI can result in costs of more than $10,000.

• Similar to the 0.08 blood-alcohol limit, it is illegal to drive with 5 nanograms of active THC in your whole blood and can be prosecuted for a DUI. However, law enforcement officers base arrests on observed impairment, not the level of THC.

• When combining substances, there is a greater degree of impairment. If a driver is under the influence of alcohol, their risk of a fatal crash is 13 times higher than the risk of a sober driver. If the driver is under the influence of both alcohol and marijuana, their risk increases to 24 times that of a sober driver (American Journal of Epidemiology).

• Using marijuana medically can also result in a DUI. If a substance has impaired your ability to operate a motor vehicle it is illegal for you to be driving, even if that substance is prescribed or legally acquired.

• If children are present in the vehicle, an impaired driver will also be charged with child abuse.

• It is illegal to have marijuana in the passenger area of a vehicle if it is in an open container, container with a broken seal, or if there is evidence marijuana has been consumed. It is also illegal to consume marijuana on any public roadway.

— Source: Colorado Department of Transportation

One of the earliest national ad campaigns to prevent drunk driving featured a bottle of whiskey and a gas pump in front of a scary skull and a bold message of "Don't Mix 'Em."

The Colorado Department of Transportation's new "Drive High, get a DUI" ad campaign to prevent stoned driving takes a drastically different approach.

One of three television ads that will start running this week features a man who is too high to realize he is trying to start a grill without propane.

The ad tells viewers that while grilling high now is legal, driving to get the propane isn't.

“The people who are smoking (marijuana) do not respond to fear tactics or threats, they respond to social media and humor,” local state highway commissioner Kathy Connell said Friday as she praised the new ad campaign.

The ads will target men ages 21 to 34, an age group the Colorado Department of Transportation claims has the highest number of DUIs.

With marijuana now legal for adult purchase and consumption in Colorado, CDOT and local law enforcement are embarking on new efforts to better prevent drug impaired driving and catch those who are doing it.

And CDOT is trying to battle a perception that could take time to change.

“Before beginning the campaign, we did extensive research about medical and recreational marijuana users' perceptions of marijuana's effects on driving,” CDOT spokeswoman Amy Ford said in a news release about the ad campaign. “We heard repeatedly that people thought marijuana didn't impact their driving ability, and some believed it actually made them a better driver.”

Colorado State Patrol Sgt. Scott Elliott also said there are many people who don't seem to think driving under the influence of marijuana is a problem.

He compared today's efforts to stop stoned driving to the previous efforts that aimed at combating drunk driving in the 1960s and 1970s when it seemed to be more socially acceptable than it is today.

Elliott added that impaired driving, including with marijuana, remains a problem on area roadways.

Connell said the approach CDOT is taking to prevent impaired driving has the potential to be more effective than older campaigns.

She said there also is talk of better utilizing signs on roadways to remind motorists not to drive impaired.

“We are critically concerned with some of the lack of understanding of what marijuana does to your ability to respond quickly while driving,” Connell said.

In Routt County, impaired driving, including driving under the influence of drugs and alcohol, remains the second highest contributing factor in car crashes.

In 2012, CDOT statistics showed impairment contributed to just more than 40 percent of the 265 crashes that law enforcement agencies reported had a human contributing factor.

Inexperience was the most cited factor in the crashes.

In addition to the advertisements, CDOT will distribute educational materials to rental car companies and dispensaries that will inform tourists and marijuana users about marijuana driving laws in Colorado.

CDOT stoned driving ad

Comments

brian ferguson 5 months, 2 weeks ago

...I know people that are too stupid to hang a t.v on a wall....and they don't smoke m.j. Perhaps they should have there drivers license revoked....before something bad happens.

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john bailey 5 months, 2 weeks ago

hahahaha good one ,Brian......t.v. on a wall, yep...~;0)

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Scott Wedel 5 months, 2 weeks ago

I doubt this will work because, as the article says, many users don't believe it impairs their ability to drive. Thus, they will see ads that they see as applying to others, not themselves.

Also, the 5 ng limit is pretty wisely seen as too low and below many user's latent THC levels. So many mj users see themselves as always being at risk of being pulled over and would then have to demonstrate that they are not impaired. Just anyone on pain medication could, in theory, be pulled over for driving impaired and a blood test will show presence of the painkiller.

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rhys jones 5 months, 1 week ago

Nixon's Commission on the effects of marijuana found that stoned subjects performed as well as, if not better than, the straight control group, in motor responses and reaction to stimuli, as measured on driving simulators. Other more recent studies (no citations) have made similar observations. Marijuana does not impair -- it enhances. If some people can't handle it, that's their problem. Most can.

The Denver Post reports a 9%-19% reduction in car accident fatalities since medical marijuana legalization.

http://www.denverpost.com/ci_19437417

Time magazine reports the same thing:

http://healthland.time.com/2011/12/02/why-medical-marijuana-laws-reduce-traffic-deaths/

What a bunch of close-minded bigots run this show.

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Mark Ruckman 5 months, 1 week ago

You forgot to mention this little bit of info from the Nixon Commission

"Recent research has not yet proven that marihuana use significantly impairs driving ability or performance. The Commission believes, nonetheless, that driving while under the influence of any psychoactive drug is a serious risk to public safety; the acute effects of marihuana intoxication, spatial and time distortion and slowed reflexes may impair driving performance. That the risk of injury may be greater for alcohol than for marihuana matters little. "

http://www.druglibrary.org/schaffer/Library/studies/nc/ncc3_7.htm

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mark hartless 5 months, 1 week ago

How come the denominator is driving???

Big deal; Monkeys can drive.

I want to know why people who are completely out of it (stoned, drunk, stupid) are defended in their right to VOTE.

Who cares what you are smokin, reading, drinking, when it's just YOUR life that you're screwing with... but when you start screwin with mine or my mom's life then you should probably be able to prove that you are coherent...

But nobody seems to want to add that prerequsite to stepping into a voting booth for some odd reason...

And Rhys said (in a holier than thou tone) that he didn't post links, just a few short hours ago...

MMM Hmm, Yeah...

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mark hartless 5 months, 1 week ago

"Dan -- I don't click links, and I don't put them in my posts. Talk for yourself. Some of us don't have all day to research the latest tripe."

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Dan Kuechenmeister 5 months, 1 week ago

Rhys, Posting links ok by me as they can provide info relative to the discussion and stay within the Pilot 3000 charachter limit.

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rhys jones 5 months, 1 week ago

Yeah, well, gee, sorry guys. I wrestled with myself, whether to include links, and I lost.

I didn't think I should make such bold claims without some backing -- and I provided a lead-in for each, so you knew what awaited your click, not just Hey!! Read this!!

If you can't fault the message, shoot the messenger, if it makes you feel better.

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mark hartless 5 months, 1 week ago

I'm just giving you some crap, Rhys. No harm in backing your story up.

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Dan Kuechenmeister 5 months, 1 week ago

Sorry you took my message as shooting the messenger was trying to be funny as I welcomed you to the dark side. Guess it didn't come across that way

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Dan Kuechenmeister 5 months, 1 week ago

Sorry you took my message as shooting the messenger was trying to be funny as I welcomed you to the dark side. Guess it didn't come across that way.

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