The Danish Road Safety Council makes driving licences go up in smoke

It may not get the same coverage as drink driving, but driving under the influence of cannabis remains a serious and growing issue in Denmark, with around one-third of serious or fatal drug-related accidents involving drivers aged just 17 to 24.

Addressing the problem, Rådet for Sikker Trafik [Danish Road Safety Council] and agency Worth Your While have launched a campaign highlighting the impact of stoned driving, leaving those caught with their licences Op i røg [Up in Smoke].

Central to the work are a pair of animated films from Casper Balslev through new-land, telling bleary-eyed true stories with a mix of factual VO and surreal, smoke-dissolving visuals.

Alongside the films, the team has created rolling papers designed to look like Danish driver’s licences, turning a familiar object into a striking prompt to think twice before getting behind the wheel.

"Our surveys, the police charges, and the accident statistics all clearly show that far too many young Danish drivers have an overly relaxed attitude toward driving under the influence of cannabis," said Karina Petersen, VP, Danish Road Safety Council. "That’s why we are launching the campaign to warn the target group that their behaviour can have major consequences for themselves and others."

"Every year, the police charge thousands of people with drug-driving, and a large proportion of them are under the influence of cannabis," explained Christian Berthelsen, Police Assistant, Corporate Communications, the Danish National Police. "When you choose to take mind-altering substances and then go out into traffic, you put not only yourself but all other road users at risk. Drugs and traffic are a very bad combination, and with the constant attention society gives this issue, I’m disappointed that so many still choose to drive, fully aware that, in the worst case, it can cost them or others their lives."

"It might sound wild to turn a driver’s licence into rolling paper," noted Lukas Lund, Founding Partner and Creative Director at Worth Your While. "But sometimes you need to do something just crazy enough to make young people stop and think. For us, it’s not about glorifying anything, but rather creating a small hook that can open up a difficult conversation."