Innocorp: Hands-On Tools Show Drivers What Happens When They Drink Too Much

In 1992, a drunk driver barreled into the front yard of a home in Dane County, Wis., and struck a friend of Michael Aguilar’s 5-year-old son. The boy spent a week in the hospital and survived. Knowing how much worse the incident could have been, Aguilar — then the owner of a management consulting and training company — was determined to do something to help prevent future drunk driving-related injuries and fatalities.

He and his friend, Patrick Flaherty, developed the concept of so-called “drunk goggles” to simulate alcohol impairment as a tool to educate people about the dangers of drunk driving. The roots of Innocorp were in place, the start of a line of awareness-boosting impairment-simulating products and educational materials.

A Clear Vision for Fatal Vision

By 1996, Innocorp had created a goggle prototype that Aguilar eventually called Fatal Vision®. He and Flaherty demonstrated the product at the Wisconsin Governor’s Conference on Highway Safety, which lead to increased demand.

Fatal Vision provides the wearer an experience of being under the influence of alcohol and other drugs via the simulation of six distinctly different blood alcohol concentration (B.A.C.) levels.

Today, Innocorp is based in Verona, Wis., and is recognized by advocacy groups, law enforcement agencies, businesses, community coalitions, the United States military, and schools, colleges and universities in more than 60 countries. Innocorp also expanded its services to drivers of all motorized vehicles, including motorcycles.

But the company didn’t stop there. Innocorp created a broad portfolio of proprietary, hands-on tools that address the misuse and abuse of alcohol and other drugs — including TVL (specially designed lenses used with Fatal Vision to simulate diminished peripheral vision resulting from alcohol impairment), SIDNE® (the Simulated Impaired DriviNg Experience that shows the consequences of even a slight delay in driver reaction times) and intoxiclock® (which demonstrates how weight, gender, time and rate of alcohol consumption play a role in determining B.A.C. levels.

Why Innocorp?

Innocorp’s vision is to revolutionize health safety and prevention initiatives by creating tools and campaigns that have the capacity to save lives and prevent injuries.

Despite all of his efforts, though, Aguilar recognizes that people still drink and drive — and he wants to know why. Aguilar is pursuing a Ph.D. in mass communication at the University of Wisconsin-Madison in an effort to better understand “don’t drink and drive” campaigns. He has incorporated the knowledge he’s acquired over the past seven years into Innocorp’s products and campaigns, and he’s not done yet.

The company recently expanded its Fatal Vision line to address the effects of the legal use of recreational marijuana in an increasing number of states. A specially designed kit simulates the distortion of visual information and altered visual perception, loss of motor coordination and diminished reaction times.

 

Innocorp has been nominated by Acumium as one of “Madison’s Most Innovative Companies” and will compete against other companies at neXXpo 2017. Learn more.

Acumium Innovation

Acumium has partnered with Innocorp to rebuild and redesign the company’s secure and extensive e-commerce site, which includes simulation goggles, alcohol prevention tools, distracted driving tools, DVDs, onsite training packages and more.

Acumium takes the time to understand at a deep level the problems their clients’ products and services aim to solve. Which is how the company’s team of technology experts can arrive at the most powerful and effective solutions.


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  1. […] alcohol impairment as a tool to educate people about the dangers of drunk driving. The roots of Innocorp were in place, the start of a line of awareness-boosting impairment-simulating products and […]

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