As cannabis legalization grows nationwide, so does the need for honest conversations about safety—especially when it comes to driving. A new study by the AAA Foundation for Traffic Safety finds that cannabis consumers respond best to anti-impaired driving messages that are realistic, non-judgmental, and free from outdated “stoner” stereotypes. The results? Safer roads and smarter public health campaigns. Let’s explore how this research is changing the way we talk about driving high—and why it matters.
The Problem with “Stoner” Stereotypes
For years, anti-drug campaigns have relied on exaggerated portrayals of cannabis users—slow-talking, spaced-out “stoners” who laugh at everything and forget where they’re going. But today’s cannabis consumers are professionals, parents, students, and creatives from all walks of life.
A new study confirms what many already knew: those tired stereotypes don’t work—and they’re actually hurting public safety efforts.
The AAA Foundation for Traffic Safety conducted focus groups and surveys with cannabis users, aiming to understand how to best communicate the dangers of driving while high. What they found was simple but powerful: people want to be talked to like adults—not characters in a comedy sketch.
What the Study Discovered
The study, titled High Stakes: How Cannabis Consumers View Driving While Under the Influence, revealed key takeaways about what types of messages resonate with cannabis users and what falls flat.
Here’s what works:
• Messages that promote personal responsibility
Instead of scare tactics, people responded better to messages that made them think about how their actions affect others. Phrases like “It’s not just risky—it’s selfish” struck a deeper chord than “You’ll get arrested.”
• Avoiding stereotypes
Consumers were turned off by ads that portrayed cannabis users as lazy or careless. Authenticity and respect mattered more than flashy graphics or over-the-top characters.
• Realistic scenarios
Messaging that reflects everyday situations—like leaving a party or having a smoke session with friends—was seen as more trustworthy and believable.
• Diverse representation
Ads featuring different genders, races, and age groups were better received, because they showed that cannabis users aren’t one-size-fits-all.
One of the most well-received statements from the study was generated by an AI language model (yes, like me!):
“Driving high isn’t just reckless—it’s selfish. Think twice before getting behind the wheel after using marijuana.”
This message stood out because it felt honest, direct, and respectful, without trying too hard to be cool or condescending.
Why This Matters
As legalization spreads, cannabis education needs to evolve. That means moving beyond outdated anti-drug campaigns and starting a smarter, science-backed conversation. According to the study, many cannabis users still believe that driving while high is safer than driving drunk. While the two are not the same, cannabis does impair reaction time, coordination, and decision-making, especially in higher doses or when mixed with alcohol.
This misunderstanding puts people at risk—not only the driver, but also passengers, pedestrians, and other drivers.
That’s why the tone of education matters. When people feel respected and informed (not judged or mocked), they’re more likely to change their behavior.
What Cannabis Brands and Communities Can Do
The study also found that 39% of cannabis users trust messaging from cannabis industry groups and brands—more than traditional government sources. That’s a big deal.
At High Science, we take that responsibility seriously. We believe that education should come from within the culture, not just from the outside looking in. That’s how we build trust—and that’s how we drive change.
Here’s how brands and advocates can help lead the way:
• Collaborate with safety organizations to create campaigns that are relevant, modern, and fact-based.
• Avoid scare tactics—use real stories, science, and testimonials instead.
• Respect your audience. Speak to cannabis users like the educated, thoughtful adults they are.
• Lead by example. Encourage safe consumption, ride-sharing, and community accountability.
Final Thoughts from High Science
We’re living in a new era of cannabis culture—one where we can be open, honest, and responsible all at once.
Yes, we believe in the power of cannabis to heal, inspire, and uplift. But we also believe in safety, awareness, and accountability. Driving while high puts everyone at risk—and the best way to prevent it is by changing the way we talk about it.
Let’s stop relying on outdated stoner stereotypes and start using real, respectful, and research-backed messages that actually make a difference.
Disclaimer: High Science and its affiliates do not condone or promote anyone driving while under the influence.
For more on topics like these, check this link out THE CANNABIS HIGH: A DEEP DIVE INTO THE SENSATIONS AND EFFECTS OF SATIVA, INDICA, AND HYBRID STRAINS
