Drug Free Kids (DFK) Canada has launched a new campaign to drive home the dangers of driving while high on drugs.

DFK Canada describes “The Call That Comes After” as an immersive transmedia experience that combines online elements with a real-world mobile component.

Studies show that driving high nearly doubles the risk of a collision, but a recent study commissioned by DFK Canada found that nearly one third (32%) of teens feel driving high is not as risky as drunk driving, while one in four high school seniors say they have ridden in a car with a high driver.

This new awareness campaign is intended to start a conversation between parents and teens about the dangers of driving high, using a device central to teens’ lives: their phone.

The journey begins at TheCallThatComesAfter.com, where parents create a custom video for their teen. They are asked to input their child’s name and mobile number, as well as the name or nickname they use for a parent on their mobile device (eg: “mom”).

A video is then sent to the intended recipient (their teenage child), showing a group of likeable teens that make the fateful decision to drive after smoking marijuana. The video culminates with a crash, followed by a series of frantic texts from a parent asking if they are okay.

The message then makes an unexpected jump to real-life as the same increasingly frantic messages begin appearing on the teen’s phone, abruptly transforming them from a passive viewer to an active participant in the narrative.

“Starting a conversation is the most important step parents can take toward helping their children make better life choices,” said DFK Executive Director, Marc Paris. “Education and ongoing communication are essential.”

The Canadian Association of Chiefs of Police Drug Abuse Committee supports the campaign. “Recent studies have shown that youth do not believe drug impaired driving poses the same risks as driving under the influence of alcohol,” said Mike Serr, Co-Chair, of the Drug Advisory Committee. “As we move towards legalizing marijuana it is more important than ever to correct this misconception. We applaud Drug Free Kids Canada’s innovative campaign which will generate dialogue and awareness on this important issue.”

Vicki Waschkowski, Managing Director of FCB/SIX, which created the video, said: “Research shows that parents are one of the biggest influence on their kids when it comes to drug abuse, so we took an approach of reaching out to parents directly to help get the message to their kids, with an innovative use of technology that we thought would best grab their kid’s attention.”

Watch a sample video from The Call That Comes After campaign.