As per the statistics, 21% of traffic fatalities in France are caused by drug-impaired driving, which claims 700 lives every year. In partnership with the nonprofit organization Victimes & Citoyens, which advocates for road safety and supports individuals affected by traffic accidents, this campaign seeks to educate drivers about the risks associated with driving under the influence of drugs.
The campaign’s communication strategy harnesses the power of scent-printing technology, using a varnish containing microcapsules that release a cannabis aroma when touched. This innovative approach is being introduced through a double-page spread in 100,000 copies of the French soccer magazine So Foot. The publication’s readership includes individuals who are most exposed to driving under the influence of cannabis. The layout invites readers to rub the page on the reverse side to discover “The Smell of Death.” As they do so, they are introduced to the smell of cannabis and a visual of a man driving recklessly and about to cause an accident.
The Smell of Death
The campaign’s objective is to influence behavior and raise public awareness about the dangers of drug-impaired driving. By tapping into the olfactory sense, which is often underused in advertising, this initiative seeks to create an association between the scent and the risks associated with drug-related driving. Smell is a powerful memory stimulant and is more potent and rapid in evoking responses than other sensory perceptions. The combination of smell and vision is what makes this communication strategy so compelling.
The president of Victimes & Citoyens, Julien Thibault, emphasizes the importance of prevention in road safety. He highlights that the image of cannabis and other drugs still conveys a sense of “coolness,” which is far from being responsible or cool. Therefore, the campaign’s ability to raise alarm and create an association between the scent and the dangers of drug-related driving is vital.
The success of this campaign has led the nonprofit organization and FRED & FARID Paris to consider a follow-up campaign that would incorporate the scent of alcohol to further emphasize the dangers of impaired driving. The campaign’s innovative approach has been well received by the public, and its impact is yet to be measured.
