The British Columbia Automobile Association’s top priority is road safety. When Canada became the second country to legalize cannabis, they needed to educate drivers on the risks without coming off preachy.

The problem: 20% of 18-34 year olds think driving high is not the same as driving drunk. To reach them, we turned to positive reinforcement, tapping into millennials’ responsible attitudes behind the wheel. Statistically, they take designated driving more seriously than any generation.

This insight inspired Role Reversal, a campaign that celebrates millennials as leaders in road safety, targeting them where they spend most of their time: the Internet.