No Matter the Name PSA

The Cannabis Control Authority (CCA) is a Virginia state agency committed to promoting public safety, advancing public health, and protecting communities in the Commonwealth through effective medical cannabis oversight and balanced and inclusive cannabis regulation, policy, and education. The CCA’s Safe Driving Campaign aims to educate Virginians on the dangers and risks of driving under the influence of cannabis.

This campaign tackles misinformation regarding cannabis and driving. Many Virginians are unaware that driving while high is considered a DUI and know less about the dangers of driving under the influence of cannabis than alcohol. In a survey conducted by the CCA, teenage and adult men (ages 16 to 40) measure higher for cannabis use and driving high in Virginia. The CCA’s campaign targets teenage and adult men, as well as medical cannabis users. Since October 2023, the campaign has garnered over 44,538,400 impressions through TV and radio public service announcements (PSAs).
The CCA worked with Reingold to create PSAs such as No Matter the Name to reduce the number of cannabis users in Virginia who drive high. The No Matter the Name PSA is a nuanced effort to resonate with the target audience while remaining educational. This PSA does not shame cannabis users. Rather, No Matter the Name lets viewers know that regardless of what they may call cannabis, driving high is considered a DUI in Virginia. This innovative approach draws in the target audience rather than alienates them.
The PSA is engaging, is fast paced, and contains a multitude of diverse visuals. It slides through 30 different names for cannabis, each presented with a unique visual style. The PSA underscores that driving high is dangerous and illegal in Virginia. The PSA was cut down and used in digital advertisements on social media to target the primary audience. It was also shared widely through TV ads to educate a broad Virginia audience of cannabis users and influencers.