The Massachusetts Executive Office of Public Safety and Security this month launched an ad campaign featuring adult marijuana users who are urging others not to drive while impaired.

The ad campaign, featuring testimonies from real people, is designed to target men ages 18 to 34, the demographic most likely to be driving in crashes involving impaired driving.

The ad spots were inspired by focus groups involving adult marijuana and alcohol users. Some themes that emerged from the groups were that many people do not recognize that using marijuana can impair drivers, and there is less stigma attached to driving while high than driving while drunk.

In Massachusetts between 2013 and 2017, marijuana was the most prevalent drug detected in drivers involved in fatal crashes.

Watch the 30-second ad spots here. The final one is in Spanish.