Canada's only marketing conference developed exclusively for the nonprofit and public sectors - May 30-31, 2017 at the Shaw Centre, Ottawa

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Session 6: Reaching Youth Through Innovative Social Marketing – Don’t Drive High Campaign

I’m a better driver when I’m high.

Young people continue to be the largest group of drivers who die in crashes and later test positive for alcohol or drugs, and dangerous misconceptions about drugs and driving can be persistent and deeply entrenched.

“Don’t Drive High”, the Government of Canada’s national public awareness campaign targeting young people aged 16-24, launched in November, 2017 with a 15-week multi-media advertising campaign. In this case study, we will look at how public opinion research helped to form strategy, how emerging trends like interactive technologies stacked up against traditional media tactics, and lessons learned on the path toward effecting long-term attitude and behaviour change.

  • Learn about the importance of public opinion research in the development of multi-faceted social marketing campaigns.
  • Learn about how best to balance digital and traditional advertising tactics to best reach and engage youth.
  • Gain a sense of how best to leverage key partners and collaborators for your social marketing campaigns.