Tuesday, November 29, 2022

Inside Lyft’s 420 Campaign That Hopes To Keep Roads Safe

If you’re going to be celebrating 4/20, the unofficial cannabis holiday, the last thing you want to do is drive impaired. Ride-sharing service Lyft is teaming up with the movie Super Troopers 2 to spread the word.

“Lyft wants to be a reliable, and affordable partner for marijuana enthusiasts,” according to the company’s website. “That’s why during April 20 we will also be offering up to $4.20 off your next ride.”

The PSA campaign and ride discounts will be available in six large cities from legal marijuana states:

  • Denver
  • Las Vegas
  • Los Angeles
  • San Francisco
  • Portland
  • Seattle

In each of these cities, Lyfe will be offering discounted rides of up to $4.2o.

A recent report by The Journal of the American Medical Association reported that, after analyzing data from the National Highway Traffic Safety Administration, deadly crashes rise 12 percent after 4:20 p.m. through the rest of the day.

Researchers looked at records from April 20ths in the past 25 years. The crash was considered fatal if someone involved in it died within 30 days of it happening. Calculations showed 7.1 crashes per hour during that time period. Similar incidents during the control group, the same time period a week before and after that day, were 6.1.

“These crashes really don’t have to happen,” the senior author, Dr. Donald A. Redelmeier, a professor of medicine at the University of Toronto, told The New York Times. “In the Netherlands, they’ve had legalized marijuana for years, but they have many more interventions—speed cameras, radar, sobriety checkpoints. The roads in the Netherlands are now much safer than those in the U.S.”

The increase is in line with the rise in risk on Super Bowl Sunday.

When the data was broken down by state, New York topped the list of fatal crashes on April 20 with Georgia second. Minnesota saw the smallest increase.



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