As a riders we face thousands of obstacles whenever we throw our legs over our bikes; from the scientific, such as the size of the contact patch in a given corner, to ordinary distractions in life, like drivers who are playing with their cell phones while crossing an intersection. The vast majority of these obstacles we can’t control – but what we can control is ourselves…
These images from the “Alcohol: Stronger Than You Think” ad campaign are a stark reminder of just how deadly drinking and riding can be.
They’re not as gritty as the Vietnam Helmet Ads that I’ve written about previously, but they still make an incredibly graphic point. Riding and Drinking don’t mix.
The prints were created by Fisher Portugal for an anti drunk driving campaign led by for The Salvador Association, a Portuguese disability education and awareness organization. I give them major props – these are well done, in your face ads and frankly, I personally feel like we could use more advertisements like these here in the States.
I write that knowing that I’m not a saint. I’ve made the mistake of combining alcohol with motorized activities once before, having had a single beer during a lunch break on a ride. At the time it seems like a good idea — it was a warm sunny day, with good friends, and good conversation. It felt like it was ‘beer-time’ moment — Yet combining the two was one of the worst ideas I’ve ever acted on while riding. Physically, the one drink didn’t seem to do anything to me and there was plenty of time for the ‘effects’ to wear off since it was a very long lunch, but on an emotional level it freaked the bejesus out of me. On the ride back, I kept becoming tenser and tenser as I ‘waited’ for the effects and then when they didn’t arrive, I what had me annoyed was that I had broken one of my personal cardinal rules of riding. I had be untrue to my personal ‘belief system’ — Was a beer really worth that?
Not at all.