Public Safety Canada is looking for a company or companies to produce advertising for cannabis awareness before recreational marijuana is made legal throughout the country next summer. In particular, the government wants to spread knowledge on the dangers of driving while under the influence of marijuana.
The Liberal government is preparing an ad campaign especially targeting young Canadians who think that driving under the influence of marijuana is acceptable.
Public Safety Canada is looking for a creative agency to produce spots for the $1.9-million campaign, to be rolled out before recreational cannabis becomes legal next summer.
The ads also aim to “reduce [the] percentage of Canadians that say they would be likely to accept a ride from someone under the influence of marijuana.”
A public tender for creative work on the multimedia campaign – running to March 31, 2018, and possibly four years beyond – was posted this week. The $1.9-million ad buy itself will be handled by Cossette Communications Inc., the federal government’s agency of record, and by AdGear Technologies, Inc., for digital ads.
The primary audience for the campaign on social media, print, radio and TV is young Canadians, ages 16 to 24, with their parents as a secondary target.
Justice Minister Jody Wilson-Raybould promised a “robust” public-awareness campaign in April, when she also introduced Bill C-46, giving police more powers at curbside to nab alcohol- and drug-impaired drivers.
Justice Minister Jody Wilson-Raybould introduced Bill C-46 in April, giving police more powers to combat impaired driving, including drivers using cannabis. (CBC)
The bill, not yet passed, would allow police to take an oral-fluid sample, saliva, from any driver they have reason to suspect of being on drugs, including cannabis.
Public Safety Canada ran a smaller video campaign earlier this year, in support of pilot project to test new roadside devices for screening oral fluids obtained from drivers. “Consuming marijuana doubles your chance of a car accident,” warned one of the videos.
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