When CT legalized cannabis, the state faced the challenge of increased incidence of driving while high. Avoiding the messaging missteps of other states, we took an honest and impartial approach. Not judgmental. Not stereotyping. Getting high is legal. Driving high is not. To make it sink in, we used a term the audience already understands – DUI – to put driving high in the same danger and punitive category as driving drunk. And we placed messages along highways, near dispensaries, on bar tops and in restrooms throughout the state.
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