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22 New Eng. L. Rev. 643 (1987-1988)
The Bumper Sticker: The Innovation That Failed

handle is hein.journals/newlr22 and id is 651 raw text is: CASE COMMENT
The Bumper Sticker: The Innovation That
Failed
I. INTRODUCTION
The automobile has enriched our culture both socially and econom-
ically since its introduction.' At the same time, however, the automo-
bile has brought with it many negative aspects such as injuries and
fatalities which result from automobile accidents.2 Alcohol is a recog-
nized contributor to the high number of automobile accidents.3 Statis-
tics show that almost half of all the fatalities which occur on the national
highways annually are alcohol-related.4 An alcohol-related death oc-
curs every twenty minutes on the nation's highways.5
Legislatures and courts have responded to this crisis by modifying
1. H. Ross, DETERRING THE DRUNK DRIVER 1 (1981).
2. Id. See Haddon, Forward to H. Ross, DETERRING THE DRUNK DRIVER at xiii
(1981) [hereinafter Haddon]. The use of motorized equipment has endangered
our lives by placing a great deal of power into the hands of the individual. Id.
3. H. Ross, supra note 1, at 1. Experts recognized alcohol's contribution to
traffic accidents several decades ago. Id. However, they perceived the drunken
driving problem to be a result of gross intoxication. Id. The inadequacy of this
perception was not recognized until technology allowed for quantitative analysis of
the presence of alcohol in the blood and research found that difficult tasks were
affected even at low blood alcohol concentrations. Id. at 1-2.
4. B. LANDSTREET, THE DRINKING DRIVER: THE ALCOHOL SAFETY ACTION
PROGRAMS 3 (1977). See STATISTICIAN'S OFFICE, REGISTRY OF MOTOR VEHICLES FOR
THE COMMONWEALTH OF MASSACHUSETTS, MOTOR VEHICLE TRAFFIC FATAL ACCIDENT
EXPERIENCE (1979-1985) [hereinafter STATISTICIAN'S OFFICE]. Statistics show that
263 of the 689 fatal accidents in Massachusetts in 1981 were alcohol-related. Id. In
1982, 188 of the 612 fatal accidents in Massachusetts were alcohol-related. Id. In
1983, the proportion of alcohol-related accidents to fatal accidents was 201 to 597.
Id. In 1984, the proportion was 222 out of 607. Id. In 1985, 203 of the 687 fatal
accidents in Massachusetts were alcohol-related. Id.
The statistics also show that: 290 deaths resulted from the 263 alcohol-related
accidents in Massachusetts in 1981, 213 deaths resulted from the 188 alcohol-
related accidents in Massachusetts in 1982, 225 deaths resulted from 201 alcohol-
related accidents in Massachusetts in 1983, 248 deaths resulted from the 222
alcohol-related accidents in 1984, and 222 deaths resulted from the 203 alcohol-
related accidents in Massachusetts in 1985. Id.
5. B. LANDSTREET, Supra note 4, at 4.

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