We’re not going to change that, but the problem is that college kids sometimes get behind the wheel the morning after, not knowing or caring that they’re still under the influence of alcohol.
The ad agency Rethink teamed up with Arrive Alive to make students aware of the dangers of morning-after driving. They distributed boxes of Arrowhead Mills cereal into which they placed mangled toy cars with the message: Just Because You Slept Doesn’t Mean You’re Sober. The cereal boxes were handed out at a beer fest at the Centennial College Ashtonbee campus in Toronto.
For the record, if you drink until your blood alcohol level reaches .08 – the legal limit for drunkenness in Canada – it can take five hours to get back to zero. If your level reaches twice that – not too far-fetched for some college parties – it can take fifteen hours. So sleeping for a short night and then getting behind the wheel is extremely dangerous.
How fast your body metabolizes alcohol depends on your age, sex, size and physical condition, but it’s safe to say that if you are fully drunk at night then you should not be driving in the morning. Sleep won’t do it – you must have time to get alcohol out of your body.
The campaign was tweeted by surprised students who found the morning-after gift in their cereal. It has also attracted notice from advertising publications.
Well done, Rethink and Arrive Alive. We hope your message in a box has made a few students think about morning-after driving, and perhaps even saved a life or two.