Ad Council and NHTSA confront myths about driving high

The Ad Council and the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) have released public service advertisements urging drivers to reconsider assumptions about cannabis use behind the wheel. Developed within the Drug-Impaired Driving Prevention campaign, the work targets a broad audience with emphasis on men aged 18 to 34.

The PSAs, titled Tell That to Them and created pro bono by Standard Practice with production by Spark & Riot, use direct storytelling to counter the belief that marijuana enhances focus or driving ability. The spot presents familiar justifications for driving after consuming marijuana before revealing the serious risks those decisions can carry.

Campaign message rooted in research
Michelle Hillman, chief campaign development officer, the Ad Council: "Our research shows some young men don’t see the risk associated with driving while high – and even more concerning, some even believe it makes them better drivers. This new PSA taps into the justification some drivers tell themselves and interrupts it with our campaign’s central message: If you feel different, you drive different. We’re proud of this new work that builds on our 30-year partnership with NHTSA to reshape driver habits, and we’re grateful our trusted creative partners at Standard Practice for bringing this powerful message to life."

 Hillman’s remarks reflect findings that many young male drivers misunderstand the legal and safety implications of driving high. Educating this group, the Ad Council notes, can influence safer choices.

Addressing misconceptions around impairment
NHTSA Administrator Jonathan Morrison: "Too many young men think marijuana doesn’t affect their driving ability or even makes them safer drivers. That couldn’t be further from the truth. Marijuana slows down a driver’s reaction time and impairs their coordination and judgement. This new PSA reminds motorists that driving high puts us all at risk and can have deadly consequences."

Steve Dolan, Partner and Creative Director at Standard Practice: "The rationalizations we heard in research were a reminder of how easy it can be to justify dangerous choices and how important it is to challenge those assumptions. Driving under the influence is never safe, and we’re proud of our new creative because it challenges common misconceptions in an honest, relatable way."

Nationwide rollout through donated media
The campaign spans TV, digital platforms, print and out-of-home channels, running nationwide through donated time and space from the Ad Council’s media partners. Since 2019, the broader initiative has secured more than ninety-four million dollars in donated media value and generated over seven and a half billion impressions.