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Download the pdf<\/a><\/p>\n TAKING THE HIGH ROAD: CANNABIS-IMPAIRED DRIVING CAMPAIGNS AND LESSONS LEARNED<\/strong><\/p>\n Kelley Teahen, Vice President, Communications and Marketing, \u00a0<\/strong>Bio: <\/em><\/strong>Kelley Teahen joined Parachute in 2017 and leads the injury prevention charity\u2019s strategic communications, as well as campaigns and marketing that educate about injury prevention. Highlights include #CheckForConcussion, #HighAndLocked (cannabis safe storage) and #KnowWhatImpairedMeans, which in 2022 earned an International Association of Business Communicators Gold Quill Award and a silver for Best Campaign from the International Safety Media Awards.<\/em><\/p>\n Abstract<\/strong><\/p>\n The #KnowWhatImpairedMeans project was a public awareness campaign to educate young Canadians that cannabis impairs a person\u2019s ability to safely operate a motor vehicle. Funded by Health Canada\u2019s Substance Use and Addictions Program, #KnowWhatImpairedMeans was a multi-phase, bilingual project launched by Parachute, Canada\u2019s national charity dedicated to injury prevention, in 2019 and it ran through 2021. It included two phases aimed at Canadian residents ages 15 to 24. In phase two, we also developed messaging for parents under its own theme, #HaveThisTalk, and developed further messaging aimed at adults 25 to 49 under a pilot campaign in 2021 supported by the Alcohol and Gaming Commission of Ontario. This article discusses the campaign development, execution, evaluation and lessons learned about the challenges of promoting health and safety information about a substance that remains illegal in much of the world.<\/p>\n Introduction<\/strong><\/p>\n The #KnowWhatImpairedMeans campaign grew out of published research from the Canadian Centre on Substance Use (CCSA) revealing that many teens and young adults didn\u2019t believe consuming cannabis affected their motor skills; some even believed they were actually better at physical and cognitive tasks such as driving when they were high (CCSA, 2015).<\/p>\n In 2017, Parachute created \u201cmyth versus reality\u201d graphics based on CCSA\u2019s research on teen beliefs about cannabis and driving. Each one featured a photo of a young person with a thought bubble drawn on the image containing a phrase such as \u201cIf I had only one toke, then I could drive absolutely fine\u201d. Below each photo was a rebutting fact, such as \u201cCannabis doubles the risk of being in a serious crash.\u201d Parachute paid to promote these graphics to a youth demographic on Facebook, targeting young people in Canada who don\u2019t subscribe to our social accounts.<\/p>\n Our campaign got trounced by young cannabis users, who claimed we were scaremongering; they also derided the messaging, along with the messenger: What did a fuddy-duddy safety charity understand about weed?<\/p>\n Canadian youth have one of the highest rates of cannabis use worldwide (Inchley et al., 2020; United Nations Children\u2019s Fund, 2013) and the use rate is twice as high among 15- to 24-year-olds than adults 25 and above (Government of Canada, 2020). And while people 16 to 34 represent 32 per cent of Canada\u2019s population, they account for 61 per cent of all deaths resulting from cannabis-related collisions (CCSA, 2020).<\/p>\n With legalization then pending in Canada, the need to improve young people\u2019s understanding of the impairing effects of cannabis on motor control and perception grew even more pressing as the argument of \u201cdon\u2019t do this, it\u2019s illegal\u201d was about to go away. Prim nagging from a safety charity, no matter how evidence based, wasn\u2019t going to change any cannabis user\u2019s mind. We needed a new strategy.<\/p>\n Different Approaches and Results of #KnowWhatImpairedMeans Campaigns <\/strong><\/p>\n First Iteration of #KnowWhatImpairedMeans <\/strong><\/p>\n Initially, Parachute worked on our own to change our approach. In 2018, we chose cannabis impairment as our central theme for National Teen Driver Safety Week, held annually in October. Several months prior, we were chosen to be in the first RGD Designathon, set up to support charities in need of fresh creative skills. Parachute\u2019s VP of Communications and Marketing presented a creative brief to a team of five volunteer student designers in Toronto guided by a volunteer senior Registered Graphic Designer. They worked from 9 a.m. to 9 p.m. on the project before presenting their proposal. The young designers created eye-catching stylized illustrations that they assessed would appeal to youth on social media. Thanks to a grant from the Ministry of Transportation Ontario, we also created a short whiteboard-style video on #KnowWhatImpairedMeans in English and French<\/a> that took a peer-to-peer narrative approach and used the student-created design assets.<\/p>\n The campaign and hashtag, without paid promotions, earned 6.5 million social media impressions. It also drew the attention of the Substance Use and Addictions Program (SUAP) of Health Canada, which was looking to expand health and safety messaging throughout Canada in light of cannabis becoming a legal substance.<\/p>\n Parachute applied to SUAP to expand our #KnowWhatImpairedMeans campaign and received funding from 2019 through to March 2021 to run youth-focused campaigns about the dangers of driving while high.<\/p>\n #KnowWhatImpairedMeans national campaign: Phase 1<\/strong><\/p>\n Parachute engaged Mass Minority, a data-driven communications studio, to work with us. We also partnered with Academica Group, a Canadian survey firm specializing in youth audiences, to survey 1,000 Canadian residents ages 16 to 24 about their attitudes toward cannabis.<\/p>\n Mass Minority\u2019s research into previous and current anti-drugged-driving campaigns got at the heart of the issue of why these ampaigns failed to resonate with their target audience. \u201cWhy don\u2019t people listen?\u201d asked Jack Perone, then Mass Minority\u2019s Chief Strategy Officer. To answer, he displayed a photo of a jubilant 4-20 rally after Canada legalized cannabis and pointed to the celebrating crowd. \u201cQuite simply: they won.\u201d<\/p>\n In this milieu, anyone who tries to point out the many and real effects of cannabis on humans and their ability to perform complex physical and cognitive tasks can be dismissed with the belief, encouraged by legalization, that weed is harmless.<\/p>\n Early on, Mass Minority and Parachute agreed that messaging for #KnowWhatImpairedMeans wouldn\u2019t be branded as coming from Parachute: instead, it would be a standalone campaign, with its own website and promoted through its own social media channels, @knowwhatimpairedmeans. We would fish where the youth fish swim, going to places and media where youth gather and engage influencers who cannabis users followed and trusted.<\/p>\n While our pre-campaign survey conducted by Academica revealed that three quarters agreed cannabis can impair someone\u2019s ability to drive, close to 40 per cent had engaged in risky behaviours related to cannabis and driving \u2013 including 35 per cent who said they had been a passenger in a vehicle driven by someone who had used cannabis in the past four hours (Parachute, 2019).<\/p>\n Our campaign, we decided, would lead people to conclude, themselves, that some activities \u2013 including and especially driving \u2013 are things you shouldn\u2019t do while high. Our survey results also shifted our focus from messaging for drivers only to creating messaging that would resonate with a passenger faced with the prospect of being in a car with a cannabis-impaired driver.<\/p>\n This resulted in the development of two ads that depict potentially dangerous scenarios exacerbated by teens and young people putting their lives in the hands of people impaired by cannabis.<\/p>\n Watch \u201cSkydiver\u201d<\/a><\/p>\n Watch \u201cRock Climber\u201d<\/a><\/p>\n We also created three short GIF-style videos that focused on less dangerous but nevertheless embarrassing things that can happen when you try do something requiring attention and in-control motor skills while high from cannabis use:<\/p>\n The campaign engaged two Instagrammers popular in cannabis culture, Toronto comedian @thatdudemcfly and Montreal actor @afrowasi, to promote our theme to their followers. Additionally, Newad, an out-of-home advertising company, donated space on its digital sign network at colleges, universities and restaurants to play Skydiver and Rock Climber videos: we targeted video ads to the 15-to-24 demographic on Facebook and Instagram and the Parachute team promoted the campaign organically (without paid posts) as our theme once again for National Teen Driver Safety Week 2019.<\/p>\n The campaign garnered 18 million impressions that came from social media promotions, digital sign plays on campuses, the number of people who attended the venues featuring the Impaired installation and social media posts by the two influencers.<\/p>\n <\/div><\/div> <\/div><\/div><\/div>\n #KnowWhatImpairedMeans: Phase 2<\/strong><\/p>\n Developed in 2020 and running in fall 2020 and winter 2021, we expanded the #KnowWhatImpairedMeans assets and messaging, and developed a separate campaign geared to parents of teens, encouraging them to #HaveThisTalk about impairment\u2019s negative effects on driving.<\/p>\n Parents serve as one of the key influencers for adolescents when making decisions about risky behaviour, including those related to driving (Morrish et al., 2011). According to Health Canada data from 2021, however, only 11 per cent of parents have discussed the risks of driving under cannabis influence with their teenagers.<\/p>\n For the parent campaign, Parachute decided to brand it under the Parachute name, given our charity\u2019s history communicating with parents about their children\u2019s safety through our annual Safe Kids Week, among other initiatives. Phase 2 of the youth-oriented #KnowWhatImpairedMean campaigns continued to be promoted through separate social media accounts not associated with Parachute.<\/p>\n Even in the span of just one year, the social media landscape for youth had changed. Fish ages 15 to 24 were now swimming to TikTok, away from Facebook. While we continued to use assets from phase 1 of the campaign, we created three more short videos following the 2019 campaign theme, but in a format popular for TikTok, showing young people who are high messing up on:<\/p>\n Both the Phase 2 youth campaign and parent campaign faced challenges unique to communications about cannabis in a world where the substance remains illegal in most places apart from Canada. Social media companies, based either in the U.S. or China, have strict rules disallowing posts about drugs, including cannabis. Tik Tok is particularly strict: you can\u2019t get an ad accepted if it includes the phrase \u201cwhile you\u2019re high.\u201d Parachute remade our TikTok videos using emojis representing a leaf and the wind, which the cannabis community on TikTok have put together as symbols to mean \u201cget high\u201d.<\/p>\n Mass Minority created a scenario about the need to \u201cHave This Talk\u201d about cannabis-impaired driving between a mother and daughter,<\/a> and another between a father and son<\/a>, using a humorous approach. Parachute has a longstanding relationship with Bell Media, which agreed to donate airtime to run these videos as 30-second Public Service Announcements (PSAs). Our team also developed a new webpage for #HaveThisTalk at parachute.ca to provide information and resources for parents.<\/p>\n The youth-oriented campaign ran in fall 2020 and #HaveThisTalk ran in fall 2020 and again over January-February 2021 on TV. The campaign received 60.8 million impressions: 53.9 million potential views from 2,370 plays on Bell Media networks and stations, and 6.9 million impressions from social media, including 2.4 million from our TikTok ads.<\/p>\n Parachute hired Academica to conduct a second survey of Canadian residents ages 16 to 24 in fall 2020, after the phase 2 youth campaign had wrapped. Of those surveyed, 76 per cent of respondents felt the \u201cKnow What Impaired Means\u201d campaign is moderately to extremely effective in communicating the message, which is to highlight the negative effect cannabis has on motor and cognitive skills (Parachute, 2020).<\/p>\n #KnowWhatImpairedMeans: Phase 3 <\/strong><\/p>\n \u00a0<\/strong>While Parachute\u2019s contract with Health Canada wrapped in March 2021, we knew that Canadians 15 to 24 were not the only people who needed to hear and respond to our #KnowWhatImpairedMeans messaging. Historically, the age groups with the highest percentage of fatally injured drivers who test positive for cannabis are 16 to 19-year-olds and 20 to 34-year-olds. However, in recent years, the percentage among 45 to 49-year-olds has been comparable to 16 to 19-year-olds (Traffic Injury Research Foundation, 2019).<\/p>\n The emerging data on drug-impaired driving-related deaths among drivers in young to middle adulthood indicated an opportunity to expand our efforts to this target audience. Thanks to funding from the Alcohol and Gaming Commission of Ontario, Parachute developed a third campaign phase of #KnowWhatImpairedMeans, launching in summer 2021 and aimed at cannabis users ages 25 to 49 within the Province of Ontario.<\/p>\n <\/div><\/div> This campaign acknowledged there is so much choice now in the legal, retail cannabis market. These products are marketed based on the effect the consumer wants, in the format the consumer wants, whether bud, edibles, beverages or oils. We want to convey a clear campaign message: no type of cannabis makes you a safe driver. As an adult, you can choose to use cannabis for a variety of reasons and effects, but don\u2019t use cannabis and drive after. As one video states: \u201cThere\u2019s a type of cannabis for when you just want to snack and binge \u2026 but not for driving to get more popcorn.\u201d<\/p>\n Parachute worked with our agency Mass Minority to develop two GIF-style social media videos and a 30-second PSA<\/a>, all promoted through social media to Ontarians ages and 25 to 49. Our team also developed a campaign ad that ran in KIND, a cannabis lifestyle magazine distributed through cannabis retailers with a circulation of 1.2 million.<\/p>\n <\/div><\/div><\/div>\n The promoted videos garnered 1.4 million social media impressions in summer 2021, reaching 592,000 Ontarians ages 25 to 49 and driving 15,292 visits to Parachute\u2019s #KnowWhatImpairedMeans information webpage.<\/p>\n Conclusions and Next Steps<\/strong><\/p>\n Cannabis impairment affecting driving skills remains an issue in Canada: The Canadian Cannabis Survey 2022 continues to track trends, with the 2022 survey showing a slight increase in cannabis users who say they have driven a vehicle within two hours of using over 2021. When asked why, the most common response (84 per cent) is that they did not feel impaired. The 2022 survey also shows growing use of legal cannabis stores as a source for cannabis purchase (61 per cent) so our retail-environment, non-judgmental messages has only grown in audience resonance.<\/p>\n We are currently seeking funding to take our campaign developed in Ontario for adults 25 to 49 nationwide across Canada: We need to create matching assets for this campaign in French for the Quebec francophone market and develop the magazine ad into an animated digital sequence suitable for billboards and mall boards. We would then share these through a paid media campaign on social, out-of-home and broadcast media and continue to push for awareness of how cannabis negatively affects the reflexes and motor skills necessary to safely operate a motor vehicle.<\/p>\n References<\/strong><\/p>\n Canadian Centre on Substance Abuse. (2015). Cannabis, Driving and Implications for Youth (Topic Summary). https:\/\/www.ccsa.ca\/sites\/default\/files\/2019-04\/CCSACannabis-Driving-Implications-for-Youth-Summary-2015-en.pdf<\/p>\n Canadian Centre on Substance Abuse. (2017). Collisions Attributable to Cannabis: Estimating the Harms and Costs in the Canadian Provinces. https:\/\/www.ccsa.ca\/sites\/default\/files\/2019-04\/CCSA-Collisions-Attributable-to-Cannabis-Report-at-a-Glance-2017-en_0.pdf<\/p>\n EKOS Research Associates Inc. (2016). Baseline Survey on Awareness, Knowledge and Behaviour Associated with Recreational Use of Marijuana: Final Report. http:\/\/epe.lac-bac.gc.ca\/100\/200\/301\/pwgsc-tpsgc\/por-ef\/health\/2016\/046-15-e\/reportrapport-eng.html<\/p>\n Government of Canada. (2017). Canadian cannabis survey 2017 \u2013 Summary. https:\/\/www.canada.ca\/en\/health-canada\/services\/publications\/drugs-health-products\/canadian-cannabis-survey-2017-summary.html<\/p>\n Government of Canada. (2020). Canadian Cannabis Survey 2020: Summary. https:\/\/www.canada.ca\/en\/health-canada\/services\/drugs-medication\/cannabis\/researchdata\/canadian-cannabis-survey-2020-summary.html<\/p>\n Government of Canada. (2022). Canadian Cannabis Survey 2022: Summary. https:\/\/www.canada.ca\/en\/health-canada\/services\/drugs-medication\/cannabis\/research-data\/canadian-cannabis-survey-2022-summary.html#s2-4<\/p>\n Inchley, J., Currie, D., Budisavljevic, S., Torsheim, T., J\u00e5stad, A., Cosma, A., Kelly, C., & Arnarsson, \u00c1. M. (2020). Findings from the 2017\/2018 health behaviour in schoolaged\u00a0children (HBSC) survey in Europe and Canada. International Report. https:\/\/apps.who.int\/iris\/bitstream\/handle\/10665\/332091\/9789289055000-eng.pdf<\/p>\n Morrish, J., Kennedy, P. and Groff, P. (2011). Parental influence over teen risk-taking: A\u00a0review of the literature. SMARTRISK: Toronto, ON.\u00a0Parachute. (2019). Cannabis Attitudes Survey Report. Unpublished.<\/p>\n Parachute. (2020). Cannabis Attitudes Survey Report. Unpublished.<\/p>\n Parachute Vision Zero Case Study Series Issue 11: Taking the high road Traffic Injury Research Foundation. (2019). Marijuana use among drivers in Canada,\u00a0 2000-2016. https:\/\/tirf.ca\/wp-content\/uploads\/2019\/11\/Marijuana-Use-Among-Drivers-in-Canada-2000-2016-8.pdf<\/p>\n United Nations Children\u2019s Fund. (2013). Child well-being in rich countries. A\u00a0comparative overview. Innocenti Report Card 11. http:\/\/www.unicef-irc.org\/publications\/pdf\/rc11_eng.pdf\n Download the French pdf<\/a><\/p>\n PRENDRE LES DEVANTS\u00a0: CAMPAGNES SUR LA CONDUITE SOUS L\u2019EMPRISE DU CANNABIS ET LE\u00c7ONS APPRISES<\/strong><\/p>\n \u00a0<\/strong>Kelley Teahen, vice-pr\u00e9sidente de la communication et du marketing, Parachute.<\/strong><\/p>\n \u00a0<\/strong>Bio\u00a0: <\/em><\/strong>Kelley Teahen a rejoint Parachute en 2017 et dirige les communications strat\u00e9giques de l\u2019organisme de bienfaisance de pr\u00e9vention des blessures, ainsi que les campagnes et le marketing visant \u00e0 informer les gens sur la pr\u00e9vention des blessures. Parmi les points forts, citons #CheckForConcussion, #EnHauteurEtVerrouill\u00e9 (stockage s\u00e9curis\u00e9 du cannabis) et #QueSignifieFacult\u00e9sAffaiblies, qui, en 2022, a remport\u00e9 une Plume d\u2019or de l\u2019International Association of Business Communicators et une m\u00e9daille d\u2019argent pour la meilleure campagne lors de l\u2019International Safety Media Awards.<\/em><\/p>\n R\u00e9sum\u00e9<\/strong><\/p>\n Le projet #QueSignifieFacult\u00e9sAffaiblies \u00e9tait une campagne de sensibilisation du public visant \u00e0 informer les jeunes Canadiens que le cannabis alt\u00e8re la capacit\u00e9 d\u2019une personne \u00e0 conduire un v\u00e9hicule \u00e0 moteur en toute s\u00e9curit\u00e9. Financ\u00e9 par le Programme de lutte contre la toxicomanie et les d\u00e9pendances de Sant\u00e9 Canada, #QueSignifieFacult\u00e9sAffaiblies \u00e9tait un projet bilingue en plusieurs phases lanc\u00e9 par Parachute, un organisme de bienfaisance national canadien d\u00e9di\u00e9 \u00e0 la pr\u00e9vention des blessures. Le projet a d\u00e9but\u00e9 en 2019 et s\u2019est poursuivi jusqu\u2019en 2021. Il comprenait deux phases destin\u00e9es aux r\u00e9sidents canadiens \u00e2g\u00e9s de 15 \u00e0 24\u00a0ans. Au cours de la deuxi\u00e8me phase, nous avons \u00e9galement \u00e9labor\u00e9 des messages \u00e0 l\u2019intention des parents sous le th\u00e8me #AvoirCetteDiscussion et \u00e9labor\u00e9 d\u2019autres messages destin\u00e9s aux adultes de 25 \u00e0 49\u00a0ans dans le cadre d\u2019une campagne pilote en 2021 soutenue par la Commission des alcools et des jeux de l\u2019Ontario. Cet article aborde l\u2019\u00e9laboration, l\u2019ex\u00e9cution et l\u2019\u00e9valuation de la campagne, ainsi que des le\u00e7ons apprises \u00e0 propos des d\u00e9fis pos\u00e9s par la promotion d\u2019informations relatives \u00e0 la sant\u00e9 et \u00e0 la s\u00e9curit\u00e9 concernant une substance qui demeure ill\u00e9gale presque partout dans le monde.<\/p>\n Introduction<\/strong><\/p>\n La campagne #QueSignifieFacult\u00e9sAffaiblies est n\u00e9e d\u2019une recherche publi\u00e9e par le Centre canadien de lutte contre l\u2019alcoolisme et les toxicomanies (CCLAT) r\u00e9v\u00e9lant que de nombreux adolescents et jeunes adultes ne croyaient pas que la consommation de cannabis affectait leurs capacit\u00e9s motrices; certains pensaient m\u00eame qu\u2019ils \u00e9taient en fait meilleurs dans des t\u00e2ches physiques et cognitives telles que la conduite lorsqu\u2019ils \u00e9taient sous l\u2019emprise du cannabis (CCLAT, 2015).<\/p>\n En 2017, Parachute a cr\u00e9\u00e9 des graphiques \u00ab\u00a0mythe contre r\u00e9alit\u00e9\u00a0\u00bb bas\u00e9s sur les recherches du CCLAT concernant les croyances des adolescents sur le cannabis et la conduite. Chacun d\u2019entre eux pr\u00e9sentait la photo d\u2019un jeune avec une bulle de pens\u00e9e dessin\u00e9e sur l\u2019image contenant une phrase telle que \u00ab\u00a0Si je n\u2019avais pris qu\u2019une seule dose, je pourrais conduire sans probl\u00e8me\u00a0\u00bb. Sous chaque photo figurait un fait contradictoire, tel que \u00ab\u00a0Le cannabis double le risque d\u2019\u00eatre impliqu\u00e9 dans un accident grave\u00a0\u00bb. Parachute a pay\u00e9 pour promouvoir ces graphiques aupr\u00e8s d\u2019un groupe d\u00e9mographique de jeunes sur Facebook, en ciblant les jeunes Canadiens qui ne sont pas abonn\u00e9s \u00e0 nos comptes sociaux.<\/p>\n Notre campagne a \u00e9t\u00e9 battue en br\u00e8che par les jeunes consommateurs de cannabis, qui ont affirm\u00e9 que nous \u00e9tions alarmistes; ils ont \u00e9galement tourn\u00e9 en d\u00e9rision le message, ainsi que le messager\u00a0: Qu\u2019est-ce qu\u2019un simple organisme de bienfaisance pour la s\u00e9curit\u00e9 comprenait \u00e0 propos de l\u2019herbe?<\/p>\n Les jeunes Canadiens ont l\u2019un des taux de consommation de cannabis les plus \u00e9lev\u00e9s au monde (Inchley et coll., 2020; Fonds des Nations Unies pour l\u2019enfance, 2013) et le taux de consommation est deux fois plus \u00e9lev\u00e9 chez les 15 \u00e0 24\u00a0ans que chez les adultes de 25\u00a0ans et plus (Gouvernement du Canada, 2020). Alors que les personnes \u00e2g\u00e9es de 16 \u00e0 34\u00a0ans repr\u00e9sentent 32\u00a0% de la population canadienne, elles comptent pour 61\u00a0% de tous les d\u00e9c\u00e8s r\u00e9sultant de collisions li\u00e9es au cannabis (CCLAT, 2020).<\/p>\n La l\u00e9galisation \u00e9tant en cours au Canada, la n\u00e9cessit\u00e9 d\u2019am\u00e9liorer la compr\u00e9hension par les jeunes des effets perturbateurs du cannabis sur le contr\u00f4le moteur et la perception s\u2019est faite d\u2019autant plus pressante puisque l\u2019argument \u00ab\u00a0ne faites pas \u00e7a, c\u2019est ill\u00e9gal\u00a0\u00bb \u00e9tait sur le point de perdre tout son sens. Ce n\u2019est pas en se faisant harceler par un organisme de d\u00e9fense de la s\u00e9curit\u00e9, m\u00eame s\u2019il s\u2019appuie sur des preuves, qu\u2019un consommateur de cannabis changera d\u2019avis. Nous avions besoin d\u2019une nouvelle strat\u00e9gie.<\/p>\n Diff\u00e9rentes approches et r\u00e9sultats des campagnes #QueSignifieFacult\u00e9sAffaiblies<\/strong><\/p>\n Premi\u00e8re it\u00e9ration de #QueSignifieFacult\u00e9sAffaiblies<\/strong><\/p>\n Dans un premier temps, Parachute a travaill\u00e9 de son c\u00f4t\u00e9 pour modifier son approche. En 2018, nous avons choisi les facult\u00e9s affaiblies par le cannabis comme th\u00e8me central de la Semaine nationale de la s\u00e9curit\u00e9 des jeunes au volant, qui a lieu chaque ann\u00e9e en octobre. Quelques mois auparavant, nous avons \u00e9t\u00e9 choisis pour participer au premier RGD Designathon, organis\u00e9 pour soutenir des organismes de bienfaisance ayant besoin de nouvelles comp\u00e9tences cr\u00e9atives. Le vice-pr\u00e9sident de Parachute charg\u00e9 de la communication et du marketing a pr\u00e9sent\u00e9 un dossier cr\u00e9atif \u00e0 une \u00e9quipe de cinq \u00e9tudiants designers b\u00e9n\u00e9voles \u00e0 Toronto, sous la direction d\u2019un graphiste agr\u00e9\u00e9 senior b\u00e9n\u00e9vole. Ils ont travaill\u00e9 de 9\u00a0h \u00e0 21\u00a0h sur le projet avant de pr\u00e9senter leur proposition. Les jeunes designers ont cr\u00e9\u00e9 des illustrations stylis\u00e9es accrocheuses qui, selon eux, attireraient les jeunes sur les m\u00e9dias sociaux. Gr\u00e2ce \u00e0 une subvention du minist\u00e8re des Transports de l\u2019Ontario, nous avons \u00e9galement cr\u00e9\u00e9 une courte vid\u00e9o sur #QueSignifieFacult\u00e9sAffaiblies en anglais et en fran\u00e7ais, sous forme de tableau blanc<\/a> qui adopte une approche narrative entre pairs et utilise les \u00e9l\u00e9ments de conception cr\u00e9\u00e9s par les \u00e9tudiants.<\/p>\n La campagne et le mot-clic, sans campagne payante, ont obtenu 6,5\u00a0millions d\u2019impressions sur les m\u00e9dias sociaux. Elle a \u00e9galement attir\u00e9 l\u2019attention du Programme sur l\u2019usage et les d\u00e9pendances aux substances (PUDS) de Sant\u00e9 Canada, qui cherchait \u00e0 diffuser des messages sur la sant\u00e9 et la s\u00e9curit\u00e9 dans l\u2019ensemble du pays, le cannabis \u00e9tant devenu une substance l\u00e9gale.<\/p>\n Parachute a demand\u00e9 au PUDS d\u2019\u00e9tendre sa campagne #QueSignifieFacult\u00e9sAffaiblies et a re\u00e7u un financement de 2019 \u00e0 mars\u00a02021 pour mener des campagnes ax\u00e9es sur les jeunes concernant les dangers de la conduite sous l\u2019emprise du cannabis.<\/p>\n Campagne nationale #QueSignifieFacult\u00e9sAffaiblies\u00a0: Phase\u00a01<\/strong><\/p>\n \u00a0<\/strong>Parachute a fait appel \u00e0 Mass Minority, un studio de communication ax\u00e9 sur les donn\u00e9es, pour travailler avec nous. Nous avons \u00e9galement conclu un partenariat avec Academica Group, une soci\u00e9t\u00e9 d\u2019enqu\u00eate canadienne sp\u00e9cialis\u00e9e dans les jeunes, pour interroger 1\u00a0000\u00a0r\u00e9sidents canadiens \u00e2g\u00e9s de 16 \u00e0 24\u00a0ans sur leurs attitudes \u00e0 l\u2019\u00e9gard du cannabis.<\/p>\n Les recherches men\u00e9es par Mass Minority sur les campagnes pr\u00e9c\u00e9dentes et actuelles de lutte contre la conduite sous l\u2019emprise de la drogue ont permis de comprendre pourquoi ces campagnes n\u2019ont pas trouv\u00e9 d\u2019\u00e9cho aupr\u00e8s de leur public cible. \u00ab\u00a0Pourquoi les gens n\u2019\u00e9coutent-ils pas?\u00a0\u00bb a demand\u00e9 Jack Perone, alors directeur de la strat\u00e9gie de Mass Minority. En guise de r\u00e9ponse, il a montr\u00e9 une photo d\u2019un rassemblement du 4-20 en liesse apr\u00e8s la l\u00e9galisation du cannabis par le Canada et a point\u00e9 du doigt la foule en liesse. \u00ab\u00a0Tout simplement parce qu\u2019ils ont gagn\u00e9.\u00a0\u00bb<\/p>\n Dans ce contexte, quiconque tente de mettre en \u00e9vidence les effets nombreux et r\u00e9els du cannabis sur les \u00eatres humains et leur capacit\u00e9 \u00e0 accomplir des t\u00e2ches physiques et cognitives complexes peut \u00eatre rejet\u00e9 avec la conviction, encourag\u00e9e par la l\u00e9galisation, que l\u2019herbe est inoffensive.<\/p>\n D\u00e8s le d\u00e9but, Mass Minority et Parachute ont convenu que le message pour #QueSignifieFacult\u00e9sAffaiblies ne serait pas pr\u00e9sent\u00e9 comme provenant de Parachute\u00a0: il s\u2019agirait plut\u00f4t d\u2019une campagne autonome, avec son propre site Web et promue par ses propres canaux de m\u00e9dias sociaux, @knowwhatimpairedmeans. Nous irions l\u00e0 o\u00f9 les jeunes se trouvent, en nous rendant dans les lieux et les m\u00e9dias o\u00f9 les jeunes se rassemblent et en faisant appel \u00e0 des influenceurs que les consommateurs de cannabis suivent et en qui ils ont confiance.<\/p>\n Alors que notre enqu\u00eate pr\u00e9-campagne men\u00e9e par Academica a r\u00e9v\u00e9l\u00e9 que les trois quarts des personnes interrog\u00e9es reconnaissent que le cannabis peut alt\u00e9rer la capacit\u00e9 d\u2019une personne \u00e0 conduire, pr\u00e8s de 40\u00a0% d\u2019entre elles ont adopt\u00e9 des comportements \u00e0 risque li\u00e9s au cannabis et \u00e0 la conduite \u2013 y compris 35\u00a0% qui ont d\u00e9clar\u00e9 avoir \u00e9t\u00e9 passagers d\u2019un v\u00e9hicule conduit par une personne ayant consomm\u00e9 du cannabis au cours des quatre derni\u00e8res heures (Parachute, 2019).<\/p>\n Nous avons d\u00e9cid\u00e9 que notre campagne am\u00e8nerait les gens \u00e0 conclure, par eux-m\u00eames, que certaines activit\u00e9s \u2014 y compris et surtout la conduite automobile \u2014 sont des choses qu\u2019il ne faut pas faire lorsqu\u2019on a consomm\u00e9 du cannabis. Les r\u00e9sultats de notre enqu\u00eate nous ont \u00e9galement amen\u00e9s \u00e0 nous concentrer sur la cr\u00e9ation de messages destin\u00e9s non plus seulement aux conducteurs, mais aussi \u00e0 un passager confront\u00e9 \u00e0 la perspective d\u2019\u00eatre dans une voiture avec un conducteur sous l\u2019emprise du cannabis.<\/p>\n Cette d\u00e9marche a abouti \u00e0 l\u2019\u00e9laboration de deux publicit\u00e9s qui d\u00e9crivent des sc\u00e9narios potentiellement dangereux, exacerb\u00e9s par le fait que des adolescents et des jeunes mettent leur vie entre les mains de personnes sous l\u2019emprise du cannabis.<\/p>\n Regarder \u00ab\u00a0Skydiver\u00a0\u00bb<\/a><\/p>\n Regarder \u00ab\u00a0Rock Climber\u00a0\u00bb<\/a><\/p>\n Nous avons \u00e9galement cr\u00e9\u00e9 trois courtes vid\u00e9os de type GIF qui se concentrent sur des choses moins dangereuses, mais n\u00e9anmoins embarrassantes qui peuvent se produire lorsque vous essayez de faire quelque chose qui n\u00e9cessite de l\u2019attention et des comp\u00e9tences motrices en contr\u00f4le alors que vous \u00eates sous l\u2019emprise de la consommation de cannabis\u00a0:<\/p>\n The campaign engaged two Instagrammers popular in cannabis culture, Toronto comedian @thatdudemcfly and Montreal actor @afrowasi, to promote our theme to their followers. Additionally, Newad, an out-of-home advertising company, donated space on its digital sign network at colleges, universities and restaurants to play Skydiver and Rock Climber videos: we targeted video ads to the 15-to-24 demographic on Facebook and Instagram and the Parachute team promoted the campaign organically (without paid posts) as our theme once again for National Teen Driver Safety Week 2019.<\/p>\n The campaign garnered 18 million impressions that came from social media promotions, digital sign plays on campuses, the number of people who attended the venues featuring the Impaired installation and social media posts by the two influencers.<\/p>\n <\/div><\/div> <\/div><\/div><\/div>\n Nous avons fait appel \u00e0 deux Instagrammers populaires dans la culture du cannabis, le com\u00e9dien torontois @thatdudemcfly et l\u2019acteur montr\u00e9alais @afrowasi, pour promouvoir notre th\u00e8me aupr\u00e8s de leurs abonn\u00e9s. De plus, Newad, une soci\u00e9t\u00e9 de publicit\u00e9 ext\u00e9rieure, a fait don d\u2019un espace sur son r\u00e9seau d\u2019enseignes num\u00e9riques dans les coll\u00e8ges, les universit\u00e9s et les restaurants pour diffuser les vid\u00e9os Skydiver et Rock Climber\u00a0: nous avons cibl\u00e9 les 15-24\u00a0ans pour les publicit\u00e9s vid\u00e9os sur Facebook et Instagram, et l\u2019\u00e9quipe Parachute a fait la promotion de la campagne de mani\u00e8re organique (sans publications payantes) comme notre th\u00e8me une fois de plus pour la Semaine nationale de la s\u00e9curit\u00e9 des jeunes au volant\u00a02019.<\/p>\n La campagne a g\u00e9n\u00e9r\u00e9 18\u00a0millions d\u2019impressions gr\u00e2ce \u00e0 des promotions sur les m\u00e9dias sociaux, \u00e0 la diffusion d\u2019enseignes num\u00e9riques sur les campus, au nombre de personnes qui ont fr\u00e9quent\u00e9 les lieux pr\u00e9sentant l\u2019installation \u00ab\u00a0Impaired\u00a0\u00bb (facult\u00e9s affaiblies) et aux publications sur les m\u00e9dias sociaux des deux influenceurs.<\/p>\n \u00a0<\/strong>#QueSignifieFacult\u00e9sAffaiblies\u00a0: Phase\u00a02<\/strong><\/p>\n \u00c9labor\u00e9e en 2020 et lanc\u00e9e \u00e0 l\u2019automne\u00a02020 et \u00e0 l\u2019hiver\u00a02021, la campagne a \u00e9largi les ressources et les messages de la campagne #QueSignifieFacult\u00e9sAffaiblies, et a \u00e9labor\u00e9 une campagne distincte destin\u00e9e aux parents d\u2019adolescents, les encourageant \u00e0 #AvoirCetteDiscussion sur les effets n\u00e9gatifs de l\u2019affaiblissement des facult\u00e9s sur la conduite.<\/p>\n Les parents sont l\u2019une des principales sources d\u2019influence des adolescents lorsqu\u2019ils prennent des d\u00e9cisions concernant les comportements \u00e0 risque, comme la conduite (Morrish et coll., 2011). Selon des donn\u00e9es de Sant\u00e9 Canada datant de 2021, seuls 11\u00a0% des parents ont discut\u00e9 avec leurs adolescents des risques de la conduite sous l\u2019emprise du cannabis.<\/p>\n Pour la campagne destin\u00e9e aux parents, Parachute a d\u00e9cid\u00e9 d\u2019utiliser le nom de Parachute, \u00e9tant donn\u00e9 que notre organisme de bienfaisance communique depuis longtemps avec les parents au sujet de la s\u00e9curit\u00e9 de leurs enfants par le biais de notre Semaine S\u00e9curiJeunes annuelle, entre autres initiatives. La phase\u00a02 des campagnes #QueSignifieFacult\u00e9sAffaiblies destin\u00e9es aux jeunes a continu\u00e9 d\u2019\u00eatre promue par le biais de comptes de m\u00e9dias sociaux distincts non associ\u00e9s \u00e0 Parachute.<\/p>\n En \u00e0 peine un an, le paysage des m\u00e9dias sociaux pour les jeunes avait chang\u00e9. Les jeunes de 15 \u00e0 24\u00a0ans se trouvaient d\u00e9sormais sur TikTok, loin de Facebook. Tout en continuant \u00e0 utiliser les ressources de la phase\u00a01 de la campagne, nous avons cr\u00e9\u00e9 trois autres courtes vid\u00e9os suivant le th\u00e8me de la campagne 2019, mais dans un format populaire pour TikTok, montrant des jeunes sous l\u2019emprise du cannabis en train de\u00a0:<\/p>\n La campagne de la phase\u00a02 destin\u00e9e aux jeunes et la campagne destin\u00e9e aux parents ont toutes deux \u00e9t\u00e9 confront\u00e9es \u00e0 des d\u00e9fis propres \u00e0 la communication sur le cannabis dans un monde o\u00f9 cette substance reste ill\u00e9gale dans la plupart des pays, \u00e0 l\u2019exception du Canada. Les soci\u00e9t\u00e9s de m\u00e9dias sociaux, bas\u00e9es aux \u00c9tats-Unis ou en Chine, ont des r\u00e8gles strictes interdisant les publications concernant les drogues, y compris le cannabis. TikTok est particuli\u00e8rement strict\u00a0: une annonce ne peut \u00eatre accept\u00e9e si elle contient la phrase \u00ab\u00a0quand vous \u00eates gel\u00e9s\u00a0\u00bb. Parachute a refait ses vid\u00e9os TikTok en utilisant des emojis repr\u00e9sentant une feuille et le vent, que la communaut\u00e9 du cannabis sur TikTok a r\u00e9unis comme symboles pour signifier \u00ab\u00a0planer\u00a0\u00bb.<\/p>\n Mass Minority a cr\u00e9\u00e9 un sc\u00e9nario sur la n\u00e9cessit\u00e9 d\u2019\u00ab\u00a0avoir cette discussion\u00a0\u00bb sur la conduite sous l\u2019emprise du cannabis entre une m\u00e8re et sa fille,<\/a> et un autre entre un p\u00e8re et son fils<\/a> en utilisant une approche humoristique. Parachute entretient une relation de longue date avec Bell Media, qui a accept\u00e9 de donner du temps d\u2019antenne pour diffuser ces vid\u00e9os sous forme de messages d\u2019int\u00e9r\u00eat public de 30\u00a0secondes. Notre \u00e9quipe a \u00e9galement \u00e9labor\u00e9 une nouvelle page Web pour #AvoirCetteDiscussion sur parachute.ca afin de fournir des informations et des ressources aux parents.<\/p>\n La campagne ax\u00e9e sur les jeunes a \u00e9t\u00e9 diffus\u00e9e \u00e0 l\u2019automne\u00a02020, et #AvoirCetteDiscussion a \u00e9t\u00e9 diffus\u00e9e \u00e0 l\u2019automne\u00a02020, puis en janvier-f\u00e9vrier 2021 \u00e0 la t\u00e9l\u00e9vision. La campagne a g\u00e9n\u00e9r\u00e9 60,8\u00a0millions d\u2019impressions\u00a0: 53,9\u00a0millions de vues potentielles gr\u00e2ce \u00e0 2\u00a0370\u00a0diffusions sur les r\u00e9seaux et stations de Bell M\u00e9dia, et 6,9\u00a0millions d\u2019impressions sur les m\u00e9dias sociaux, dont 2,4\u00a0millions gr\u00e2ce \u00e0 nos publicit\u00e9s TikTok.<\/p>\n Parachute a engag\u00e9 Academica pour mener une deuxi\u00e8me enqu\u00eate aupr\u00e8s des r\u00e9sidents canadiens \u00e2g\u00e9s de 16 \u00e0 24\u00a0ans \u00e0 l\u2019automne\u00a02020, apr\u00e8s la fin de la phase\u00a02 de la campagne aupr\u00e8s des jeunes. Parmi les personnes interrog\u00e9es, 76\u00a0% estiment que la campagne \u00ab\u00a0Que Signifie Facult\u00e9s Affaiblies\u00a0\u00bb est mod\u00e9r\u00e9ment \u00e0 extr\u00eamement efficace pour communiquer le message, qui consiste \u00e0 souligner les effets n\u00e9gatifs du cannabis sur les capacit\u00e9s motrices et cognitives (Parachute, 2020).<\/p>\n #QueSignifieFacult\u00e9sAffaiblies\u00a0: Phase\u00a03<\/strong><\/p>\n \u00a0<\/strong>Bien que le contrat de Parachute avec Sant\u00e9 Canada prenne fin en mars\u00a02021, nous savions que les Canadiens \u00e2g\u00e9s de 15 \u00e0 24\u00a0ans n\u2019\u00e9taient pas les seuls \u00e0 devoir entendre et r\u00e9pondre \u00e0 notre message #QueSignifieFacult\u00e9sAffaiblies. Historiquement, les groupes d\u2019\u00e2ge pr\u00e9sentant le pourcentage le plus \u00e9lev\u00e9 de conducteurs mortellement bless\u00e9s contr\u00f4l\u00e9s positifs au cannabis sont les 16 \u00e0 19\u00a0ans et les 20 \u00e0 34\u00a0ans. Cependant, ces derni\u00e8res ann\u00e9es, le pourcentage chez les 45 \u00e0 49\u00a0ans est comparable \u00e0 celui des 16 \u00e0 19\u00a0ans (Traffic Injury Research Foundation, 2019).<\/p>\n Les donn\u00e9es \u00e9mergentes sur les d\u00e9c\u00e8s li\u00e9s \u00e0 la conduite sous l\u2019emprise de drogues chez les conducteurs d\u2019\u00e2ge adulte jeune et moyen ont montr\u00e9 une possibilit\u00e9 d\u2019\u00e9tendre nos efforts \u00e0 ce public cible. Gr\u00e2ce au financement de la Commission des alcools et des jeux de l\u2019Ontario, Parachute a \u00e9labor\u00e9 une troisi\u00e8me phase de la campagne #QueSignifieFacult\u00e9sAffaiblies, lanc\u00e9e \u00e0 l\u2019\u00e9t\u00e9\u00a02021 et destin\u00e9e aux consommateurs de cannabis \u00e2g\u00e9s de 25 \u00e0 49\u00a0ans dans la province de l\u2019Ontario.<\/p>\n
\nParachute.<\/strong><\/p>\n\n
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