The present invention provides a system, method and apparatus for reducing a vehicle driver's core temperature to offset drowsiness. In one embodiment, a temperature sensor records data describing a vehicle driver core temperature and communicates the data describing the vehicle driver core temperature to a temperature regulator. The temperature regulator determines whether the vehicle driver core temperature is similar to one or more circadian temperatures associated with wakefulness. If the vehicle driver core temperature is similar to a circadian temperature associated with sleep, the temperature regulator reduces the vehicle driver core temperature. In an embodiment the temperature regulator cools a material physically contacting the venous plexuses or arteriovenous anastomoses to cool the portions of the vehicle driver's anatomy which most efficiently cool the vehicle driver.