The AAA Foundation for Traffic Safety conducted two separate studies to analyze cannabis consumers’ thoughts, perceptions, and reasons for driving under the influence; and develop messages that might deter this behavior in the future.
One study used surveys to gain a deeper understanding of cannabis consumers’ behaviors and perceptions of themselves. These surveys were developed with input from a panel of public health, law enforcement, traffic safety, and cannabis subject matter experts. A few key themes emerged from survey respondents who are confirmed cannabis consumers:
- Daily and frequent consumption – 44.1% said they consume cannabis multiple times per day
- Driving regularly – 57.8% indicated that they drive daily
- Consuming then driving is common – 84.8% revealed that they drive the same day that they consume cannabis, with 53% saying they consumed an hour or less before driving
- Believe consumption has little effect on driving – 46.9% believe they either drive the same, a little better (14.7%), or much better (19.4%)
- Cannabis industry carries weight – 38.6% said they would trust messaging about cannabis use and safe driving from cannabis industry groups and cannabis brands/companies (37.3%)
While the second project also gauged habits, behaviors, and perceptions, it primarily focused on what types of impaired driving messages resonated most with participants who are regular cannabis consumers. Participants identified specific qualities that they found most engaging:
- Messages that highlighted personal responsibility and safety concerns performed better than messages based on legal risks.
- Participants also strongly preferred realistic, positive, and diverse messaging that avoids exaggerated stereotypes.
- To ensure relevancy, messages should be tailored to the intended audience (no one size fits all).
“Effective messaging about cannabis-impaired driving needs to include credible voices, real-world scenarios, and respectful language,” said Jake Nelson, AAA’s director of traffic safety advocacy. “Individuals who consume cannabis come from all walks of life and that should be reflected in the messaging.”
The research shows that cannabis consumers consider the cannabis industry a trusted and relatable source. Policymakers have an opportunity to partner with these groups to develop impactful and engaging messaging on the dangers of impaired driving. Engaging with the traffic safety community can also help amplify and enhance public education campaigns. Other key takeaways from the research include:
- Messaging should address common myths and misconceptions respectfully
- Unlike alcohol, cannabis affects drivers in complex ways that are not easily quantified. Effects can vary from person to person but may include:
- Fatigue/sleepiness
- Brain fog
- Changes in visual or auditory perception
- Impaired body movement
- Hallucinations/delusions
- Although impairment detection due to cannabis is not as straightforward as with alcohol, police are still able to identify cannabis impairment
As cannabis becomes more widely used, relevant and engaging public health messaging will be more critical than ever. Combatting impaired driving must be multifaceted – employing policy, enforcement, environmental strategies, and health information, all to improve public safety. AAA strongly encourages the cannabis industry, policymakers, and other traffic safety stakeholders to use these findings to advance public education about the dangers of cannabis-impaired driving.
