From now through April, marijuana lovers in Colorado can enjoy ride-sharing discounts designed by the Colorado Department of Transportation (CDOT), Lyft, and the Marijuana Industry Group to raise awareness about the dangers of driving while high.
Before celebrations were underway on April 20 in Denver earlier this year, CDOT teamed up with ride-sharing app Lyft to remind consumers that driving stoned was not only illegal but life-threatening, too.
Discount Lyft rides were offered to cannabis consumers around the city on the highest of holidays on 4/20, with 2,800 people taking advantage of the discounted transportation. Because of the success of the campaign, Lyft and the CDOT have expanded the beneficial program and pulled in a third partner, the Marijuana Industry Group, to help support the effort.
The new campaign called the 320 Movement is designed to raise awareness in Colorado about the dangers of stoned driving and the importance of utilizing tools like ride-sharing apps to get you to your destination safely after consuming marijuana. The number 320 is intended to be a reference to planning ahead for your ride one hour before the Hallmark smoke session at 4:20 p.m.
Because the reduction of impaired driving is a common goal of the state and the cannabis industry, the partnership makes perfect sense. The revived 320 Movement campaign will run for six months, offering patrons 32 percent off their Lyft ride with a maximum savings of $5 per ride.
The CDOT will also provide 125 Colorado dispensaries in the area with literature and toolkits to educate consumers about the dangers of driving stoned and how to participate in the 320 Movement.
“Our ask is simple,” explained Kristi Kelly, executive director of the Marijuana Industry Group. “If you choose to legally consume cannabis, plan ahead and don’t get behind the wheel.”