We use cookies for certain features and to improve your experience. See our Cookie Policy and Privacy Policy to learn more

Leafly

Shop legal, local weed.

Open
advertise on Leafly
ShopDeliveryDispensariesDealsStrainsBrandsProductsCBDDoctorsCannabis 101Social impact
  • Sign in
  • Create account
  • Strains
  • Shop
  • Shop
  • Delivery
  • Deals
  • Dispensaries
  • CBD Stores
  • Brands
  • Products
  • Learn
  • Cannabis 101
  • News
  • Leafly Learn
  • Science of cannabis
  • Doctors
  • Social impact
  • Lab partners
  • Download the Leafly App
  • Advertise on Leafly
    • Leafly.comUSA flag
    • Leafly.caCanadian flag
    • Leafly.deGerman flag
  • Help
  • News
  • Lifestyle
  • Strains & products
  • Industry
  • Growing
  • Health
  • Science & tech
  • Leafly USA
  • Podcasts
  • Learn
CanadaIndustry

Love the Drug, Hate the Driver: Canada’s Pro-Cannabis/Anti-DUI Ad Campaign 

Dave SchmaderPublished on November 28, 2017 · Last updated July 28, 2020

As Canada barrels toward its July 1st deadline for legalizing adult-use recreational cannabis, one issue perennially in play is the threat of drugged driving. There’s even an official government website devoted to communicating a single message: “Don’t drive high.”

This week brought an interesting twist in the conversation, with the release of an ad campaign created by the agency BBDO Toronto for the road safety group R.I.D.E. Checks in conjunction with the medical cannabis producer Beleave.

Related
The Leafly 2017 Holiday Gift Guide

The aim of the ads, as BBDO creative chief Denise Rossetto told AdWeek, is to highlight the consequences of driving high.

“Unlike driving drunk, there isn’t yet a stigma around driving high,” says Rossetto. “So, we knew we had to do something to change public perception.”

Historically, “highlighting the dangers of DUI” has involved heavy drama and moralizing gore, but BBDO took a more subtle approach.

“We wanted to be really careful that our message wasn’t anti-marijuana, but was very anti-driving-while-impaired,” Rossetto told AdWeek. “It was important we didn’t put down legalization, but for people to know there truly are consequences.”

The result is an ad campaign hyping a trio of cannabis strains designed to underscore the consequences of driving while high, from Kourtroom Kush to Slammer Time. Take a look:

Materials hyping the “Consequence Strains” will be on display at Canadian medical marijuana dispensaries (but not actually for sale).

More on Canada and Cannabis

Shop highly rated dispensaries near you

Showing you dispensaries near
See all dispensaries
  • Loading...
    Loading...Loading...
    Loading...
    Loading...Loading...
    Loading...Loading...
  • Loading...
    Loading...Loading...
    Loading...
    Loading...Loading...
    Loading...Loading...
  • Loading...
    Loading...Loading...
    Loading...
    Loading...Loading...
    Loading...Loading...
  • Loading...
    Loading...Loading...
    Loading...
    Loading...Loading...
    Loading...Loading...
  • See all dispensaries
See all dispensaries
CanadaduiIndustrylegalizationmedical marijuanaproducts
Dave Schmader
Dave Schmader
Dave Schmader is the author of the book "Weed: The User's Guide." Follow him on Twitter @davidschmader
View Dave Schmader's articles

The latest in Canada

  • Vancouver weed visitor’s guide 2024 image
    Vancouver weed visitor’s guide 2024
    Amelia Williams
  • A history of cannabis prohibition in Canada image
    A history of cannabis prohibition in Canada
    Emma Spears
  • Are psychedelics legal in Canada? image
    Are psychedelics legal in Canada?
    Colleen Fisher Tully
  • D8, Eh? What Canadians need to know about Delta-8 cannabis products image
    D8, Eh? What Canadians need to know about Delta-8 cannabis products
    Adam Greenblatt
Get good reads, local deals, and strain spotlights delivered right to your inbox.

By providing us with your email address, you agree to Leafly's Terms of Service and Privacy Policy.



Stay In Touch

Receive updates on new products, special offers, and industry news.

Something went wrong, please try again.

By providing us with your email address, you agree to Leafly’s Terms of Service and Privacy Policy.

Leafly mobile app
Get high for less.
Download the Leafly app.
Download Leafly: Marijuana Reviews on the App StoreDownload Leafly Marijuana Reviews on Google Play

Business Solutions
  • List your store
  • List your CBD store
  • List your brand
  • List your practice
  • Business log in

About Leafly
  • About us
  • Careers
  • Newsroom
  • Investor relations
  • Contact us
  • FAQs
  • Accessibility

Dispensaries in
  • Los Angeles
  • Seattle
  • Portland
  • San Francisco
  • Toronto
  • Detroit

Privacy & Terms
  • Terms of use
  • Commercial terms of use
  • Privacy policy
  • Do not sell my personal information

* Statements made on this website have not been evaluated by the U.S. Food and Drug Administration. These products are not intended to diagnose, treat, cure or prevent any disease. Information provided by this website or this company is not a substitute for individual medical advice.


© 2025 Leafly, LLC
Leafly and the Leafly logo are registered trademarks of Leafly, LLC. All Rights Reserved.