So we created Tinnyvision.

A group of guys Snapchatting their 'stoner' sessions. Follow them. They'll send you snaps. Watch them then they're gone. No incriminating evidence.

We got the trusted editors of 'stoner' sites to endorse following Tinnyvision with a variety of blog posts and mentions.

Throughout the day, followers we entertained by the guys getting stoned, and their reactions getting slow. 11 snaps later, they go for a drive. A girl steps out. The driver is slow to react. The girl hits the windscreen.

Then, one final snap reveals the message, 'Stoned drivers are slower to react.'

A massive 10,000 hard to reach 'stoners' not only added ‘Tinnyvision’ but 98% viewed all the snaps to their dramatic end through the whole day.

Driving this take up was our seeded media with thousands of likes, shares and comments, none of whom revealed the ending.

One post sums up the huge response: "I laughed, then I gasped, then I got the message, AWESOME."

Reducing Drug Driving is a long-term behaviour change programme. Tinnyvision has helped get us to the start line by getting at least 20% of this hard to reach audience to recognise there is an issue.