The Mistake

Joint, blunt, spliff, doobie, we all have different words to describe that thing we occasionally share, that we smoke to "relax", to "giggle", to "get high". But sadly, on the road, it will most likely make us weep.
Driving under the influence of cannabis doubles the risk of causing a deadly accident, and narcotics are associated with 22% of all road fatalities. The causes: slower reaction times, impaired visual and hearing faculties, hallucinations and loss of automatic reflexes.

This says it all.

Getting behind the wheel after smoking a joint means gambling with one's life. It also means taking the risk of shattering the lives of family and friends.

The campaign revolves around a film to be broadcast starting March 25th 2018 on TV (in cinemas starting March 28th) and two radio ads. The film tells the story of a young man, victim of a car accident, who thought that driving after smoking cannabis was not dangerous…

This is the story told by Sécurité Routière (France's Road Safety Authority) and its agency la chose in this new film directed by Bruno Aveillan (Quad). Here, someone who took the wheel after smoking a joint faces the dire consequences of his decision. Like too many smokers, he thought he knew what he was doing, that he was in control. He realizes his mistake too late, and by then the damage is done.

The Data :

In 2016, an estimated 752 (i.e. 22%) of all road fatalities were associated with narcotic abuse.
Among the drivers aged 18-24 involved in a fatal accident, 20% tested positive to one or more drugs. This percentage rises to 22% for drivers aged 25-34. Of all those drivers involved in a fatal accident who were tested positive for narcotics, 93% were men. 67% were drivers of motorcars while 17% were drivers of motorcycles.
Half the drivers who tested positive for narcotics also had a blood alcohol level above the legal limit. This cannabis/alcohol cocktail multiplies by 29 the risk of causing a fatal accident*.

*The risk of drunk drivers being responsible for fatal accidents has been re-evaluated (ActuSAM study, ONISR 2016 assessment).

The Mistake