Danish campaign tackles drug driving with rolling papers

A new campaign from the Danish Road Safety Council and Worth Your While is taking a strikingly unconventional route to warn young Danes about the dangers of drug driving.

Titled Op i røg (“Up in Smoke”), the campaign aims to shift perceptions among 17–24-year-olds – the age group most often involved in serious cannabis-related traffic accidents.

At its centre custom rolling papers designed to mimic Danish driver’s licences.

These mock-licence packs, part of the campaign’s PR launch, are intended to trigger reflection rather than rebellion. “It sounds extreme,” admits Worth Your While’s Lukas Lund, “but sometimes you need something just crazy enough to make young people stop.”

The campaign includes two animated PSA films directed by Casper Balslev.

Running across platforms like YouTube, Instagram and even school screens, the campaign reframes legal warnings into a direct question: is driving high really worth it?

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