Pot Smokers Think Driving While Stoned Is No Big Deal. Colorado Wants to Change That.

Many marijuana users think it’s okay to drive while high. As more people get caught behind the wheel while stoned, the State of Colorado wants to improve the ad campaigns it uses to persuade them to stop.

Ads that demonize pot smokers don’t work. Humor is good, but it’s tough to get right. And whatever the approach, how do you figure out the one message will get through to people the most?

These are some of the things officials from the Colorado Department of Transportation are trying to navigate for the agency’s “Cannabis Conversations” campaign, which will start running next year. To find the right answers, officials surveyed 15,000 Coloradans about driving while stoned. It revealed that many people don’t think it’s a big deal.