The federal government launched its big campaign against drug-impaired driving today, aimed specifically at young Canadians.
The launch event, which was streamed on Facebook Live (you know, for the kids) included a screening of the federal government's new TV ad against cannabis-impaired driving.
The 30-second video opens on a Very Millennial Scene: A photogenic young woman is live-streaming an outdoor weed-smoking session with her pals, presumably on Instagram or Snapchat. A joint is passed, emojis are shared, trap music is played.
Then, the handsome young white teen who was toking just seconds before gets behind the wheel of his car. Our live-streaming protagonist is now in the passenger seat, making kissy-faces and documenting everyone's giggles as they drive to the big party.
We see the driver nodding off, eliciting a brief look of disgust from the central character before she goes back to playing with fun Snapchat filters.
Then, the bad stuff comes hard and fast: A blaring horn, a look of bewilderment, a fiery collision, shattered glass.
"Your life can change in an instant," the voiceover says, as the camera moves in on what's left of our protagonist's smartphone. "Don't drive high."
"We will be monitoring the impact of the advertising campaign to gauge how well we're doing," Public Safety Minister Ralph Goodale told reporters.
Goodale said Canadians should expect to see the ad throughout the coming holiday season.
New on The Leaf
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- Research money for big weed: Licensed producer Tilray is just the latest Canadian cannabis firm to get research funding from the National Research Council. The Leaf explores how Tilray and others are using that cash to support research ranging from transdermal cannabis patches to aquaponic technology.
- Shoppers Drug Mart gets a new dealer: Licensed producer Aphria struck a deal with the pharmacy giant to supply it with four strains of bud and four kinds of cannabis oil for medical purposes. Shoppers' parent company Loblaw Co. has applied for Health Canada's blessing to dispense said herb online. Read more from intrepid Canadian Press reporter Aleks Sagan on The Leaf:
Elsewhere on the Weed Wide Web
- Must be this tall to ride: Manitobans and British Columbians will have to be 19 to legally purchase or possess marijuana after legalization — but in Manitoba, they'll still be able to buy booze at 18. Ontario, New Brunswick, and Newfoundland are also going with 19 for cannabis, but the youth in Quebec and Alberta will be able to get legally lit at age 18.
- When cops go green: Derek Ogden, formerly a head anti-drug honcho with the RCMP, has transitioned into the cannabiz. Ogden has made no secret of his law enforcement background, but these kinds of stories are like catnip to Canadians who believe former agents of prohibition shouldn't be allowed to profit from legalization. Jennifer Crosby of Global News reports.
- Loyal to their weed dealers: Canadian Press reporter Colin Perkel explains how the black market for cannabis has strong roots, sufficient to withstand the coming tsunami of legal cannabis. Read it at The Leaf, or anywhere else fine Canadian Press products are sold.