Author(s): Lisa Thompson, Anne Leonard
Slidedeck Presentation Only (no paper submitted):
Drug impaired driving is emerging from an undetected killer to a leading cause of death on Ontario’s roads. 2011
Ontario collision data confirms:
- one in five drivers killed had drugs in their system.
- 61 people died on Ontario roads from drug driving collisions.
A 2013 road safety survey conducted by the Ontario Ministry of Transportation found that 50% of Ontarians perceive
drug impaired driving to be on the increase.
Many young people believe cannabis doesn’t impair driving abilities and can actually improve their focus while
driving. Many youth identified impaired driving as being highly risky, yet they believe it is a risk they can control.
These and other misperceptions, as evidenced by research, provided clear direction for the development of the “Eggs
on Weed” integrated social marketing campaign.
It was important for this campaign to be youth-centric and not construed as a lecture, which is why the Ontario
government supported its partners, arrive alive DRIVE SOBER and Ontario Students Against Impaired Driving
(OSAID) in leading the campaign.Research shows youth are much more likely to hear a youth group delivered message than one from a government.
Not unlike the use of seatbelts or the reduction in drinking and driving, it will take a long period of sustained efforts to
get the same kind of impact on behaviour for drug impaired driving.
The “Eggs on Weed” campaign has been launched across social media platforms to create a greater awareness
among the target demographic and start a movement in the right direction.
This is just the first step in changing drug driving behaviour. Like drinking and driving, it takes a generation of
marketing until a behaviour is considered unacceptable.
16-17 year olds, both males and females, as they indicated the greatest opportunity to change behaviour.
- Campaign launched at OSAID Provincial Leadership Conference in Oakville on May 9, 2014
- Four week long caption contest at launch
- Social media youth influencers (Ambassadors) used to promote messaging to target audience
- Virool media network used to further increase views of campaign videos
- Transit bus back advertising of campaign creative in many urban communities across Ontario
- Display of campaign creative and messaging at a variety of youth-focused events across Ontario (e.g. Youth Day in Toronto)
- Direct mail of campaign materials to Ontario secondary schools and select Ontario post-secondary institutions (e.g. Orientation Week materials and messaging)
- Campaign re-launch in fall with in-school challenge and posters (e.g. contests & events) at various secondary schools across Ontario
- Ongoing, integrated social media messaging (e.g. Twitter & Instagram)
- Two humorous video
- Caption contest
- Information cards
- Display, banner signs & outdoor flags
- Bus back advertisements, and
- Promotional squishy eggs