{"id":18585,"date":"2015-07-28T00:00:00","date_gmt":"2015-07-28T00:00:00","guid":{"rendered":"https:\/\/carsp.ca\/?p=18585"},"modified":"2022-10-29T22:28:37","modified_gmt":"2022-10-29T22:28:37","slug":"eggs-on-weed-a-social-marketing-approach-to-reducing-cannabis-impaired-driving-by-ontario-teens","status":"publish","type":"post","link":"https:\/\/carsp.ca\/en\/presentations-and-papers\/2015-carsp-conference-acpser-ottawa\/eggs-on-weed-a-social-marketing-approach-to-reducing-cannabis-impaired-driving-by-ontario-teens\/","title":{"rendered":"\u201cEggs on Weed\u201d A Social Marketing Approach to Reducing Cannabis Impaired Driving by Ontario Teens"},"content":{"rendered":"Author(s): Lisa Thompson, Anne Leonard<\/p>\n

Slidedeck Presentation Only (no paper submitted):<\/h2>\n

2A - Thompson<\/a><\/p>\n

<\/div>\n

Abstract:<\/h2>\n

CONTEXT
\nDrug impaired driving is emerging from an undetected killer to a leading cause of death on Ontario\u2019s roads. 2011
\nOntario collision data confirms:<\/p>\n

    \n
  • one in five drivers killed had drugs in their system.<\/li>\n
  • 61 people died on Ontario roads from drug driving collisions.<\/li>\n<\/ul>\n

    A 2013 road safety survey conducted by the Ontario Ministry of Transportation found that 50% of Ontarians perceive
    \ndrug impaired driving to be on the increase.
    \nMany young people believe cannabis doesn\u2019t impair driving abilities and can actually improve their focus while
    \ndriving. Many youth identified impaired driving as being highly risky, yet they believe it is a risk they can control.
    \nThese and other misperceptions, as evidenced by research, provided clear direction for the development of the \u201cEggs
    \non Weed\u201d integrated social marketing campaign.<\/p>\n

    It was important for this campaign to be youth-centric and not construed as a lecture, which is why the Ontario
    \ngovernment supported its partners, arrive alive DRIVE SOBER and Ontario Students Against Impaired Driving
    \n(OSAID) in leading the campaign.Research shows youth are much more likely to hear a youth group delivered message than one from a government.<\/p>\n

    OBJECTIVES
    \nNot unlike the use of seatbelts or the reduction in drinking and driving, it will take a long period of sustained efforts to
    \nget the same kind of impact on behaviour for drug impaired driving.<\/p>\n

    The \u201cEggs on Weed\u201d campaign has been launched across social media platforms to create a greater awareness
    \namong the target demographic and start a movement in the right direction.<\/p>\n

    This is just the first step in changing drug driving behaviour. Like drinking and driving, it takes a generation of
    \nmarketing until a behaviour is considered unacceptable.<\/p>\n

    TARGET GROUP
    \n16-17 year olds, both males and females, as they indicated the greatest opportunity to change behaviour.<\/p>\n

    ACTIVITES<\/p>\n

      \n
    • Campaign launched at OSAID Provincial Leadership Conference in Oakville on May 9, 2014<\/li>\n
    • Four week long caption contest at launch<\/li>\n
    • Social media youth influencers (Ambassadors) used to promote messaging to target audience<\/li>\n
    • Virool media network used to further increase views of campaign videos<\/li>\n
    • Transit bus back advertising of campaign creative in many urban communities across Ontario<\/li>\n
    • Display of campaign creative and messaging at a variety of youth-focused events across Ontario (e.g. Youth\u00a0Day in Toronto)<\/li>\n
    • Direct mail of campaign materials to Ontario secondary schools and select Ontario post-secondary\u00a0institutions (e.g. Orientation Week materials and messaging)<\/li>\n
    • Campaign re-launch in fall with in-school challenge and posters (e.g. contests & events) at various\u00a0secondary schools across Ontario<\/li>\n
    • Ongoing, integrated social media messaging (e.g. Twitter & Instagram)<\/li>\n<\/ul>\n

      DELIVERABLES<\/p>\n

      Website<\/p>\n

        \n
      • Two humorous video<\/li>\n
      • Caption contest<\/li>\n
      • Posters<\/li>\n
      • Information cards<\/li>\n
      • Display, banner signs & outdoor flags<\/li>\n
      • Bus back advertisements, and<\/li>\n
      • Promotional squishy eggs<\/li>\n<\/ul>\n

        <\/div>","protected":false},"excerpt":{"rendered":"

        Lisa Thompson, Anne Leonard<\/p>\n","protected":false},"author":163,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"default","_kad_post_title":"default","_kad_post_layout":"default","_kad_post_sidebar_id":"","_kad_post_content_style":"default","_kad_post_vertical_padding":"default","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[100,347],"tags":[],"class_list":["post-18585","post","type-post","status-publish","format-standard","hentry","category-2015-carsp-conference-acpser-ottawa","category-policy-and-practice"],"acf":[],"_links":{"self":[{"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/posts\/18585","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/users\/163"}],"replies":[{"embeddable":true,"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/comments?post=18585"}],"version-history":[{"count":2,"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/posts\/18585\/revisions"}],"predecessor-version":[{"id":18692,"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/posts\/18585\/revisions\/18692"}],"wp:attachment":[{"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/media?parent=18585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/categories?post=18585"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/carsp.ca\/en\/wp-json\/wp\/v2\/tags?post=18585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}