Community cannabis conversations continue
Traffic Safety Pulse News
As part of the State’s ongoing efforts to educate the public on the importance of not driving impaired, CDOT and its communication partners have reached out to a variety of populations throughout the state with in-person meetings (pre-pandemic), surveys and focus groups with the intended goal of sparking meaningful conversations about marijuana and driving.
Denver-area Latino and African American leaders have been, and continue to be, a vital part of this conversation and, over the past 18 months, CDOT has gained a deeper understanding of the attitudes, perspectives, trusted messengers, and behaviors surrounding marijuana-impaired driving within these communities. Overall, study participants and community leaders suggested that these audiences would likely be most receptive to a strong, relevant, informed message coming from a respected member of the community and in an effort to avoid relying on anecdotal information or assumptions where these communities are concerned, respected professionals from within the cannabis industry were invited to weigh in and deliver personal messages to their constituents, related to driving high.
Lightshade District Manager, José Ochoa, and Executive Director and Founder of The Color of Cannabis, Sarah Woodson, were both invited to partner with CDOT in the production of new video messages designed for use on both social media and within dispensaries, statewide.
Mr. Ochoa, a native of Michoacán, Mexico, expressed a desire to be perfectly clear in his Spanish message, saying, “It's important that we keep moving in the right direction for Colorado. And that includes making plans for a safe, and sober, ride when you’re high.” Ms. Woodson added, “Colorado is the gold standard for the marijuana industry, and we want people to know that it’s just not okay to drive high. You put yourself at risk and you put others at risk.”
