Case: the Bob-campaign against drink driving

1. Road safety campaigns in The Netherlands Case: the Bob-campaign against drink driving

2. Road safety campaigns in The Netherlands Effect of alcohol in traffic • Alcohol directly weakens driver skills: - less attention and visual detection - longer reaction time - problem with keeping course • Accident risk increases depending on BAC: - 0,5 promille: 1,5 times higher than sober - 0,8 promille: 2 times higher than sober - 1,3 promille: 15 times higher than sober - 1,8 promille: 50 times higher than sober

3. Road safety campaigns in The Netherlands Accident risk of drink drivers at different BAC-levels

4. Road safety campaigns in The Netherlands Fatal injury risk of drink drivers, for different age groups

5. Road safety campaigns in The Netherlands Alcohol regulation in The Netherlands and Hungary Netherlands • 1975: legal limit 0,5 promille BAC • 2006: 0,2 promille BAC for novice drivers Hungary • Legal limit: 0,0 promille BAC • Zero tolerance!

6. Road safety campaigns in The Netherlands Drink driving in The Netherlands: problem analysis • Share of drink drivers: 3,0% in 2007 • Estimated alcohol-related fatalities: 12 to 25% of total (2007: 95 to 200 deaths) • Social costs: €2 billion each year • Heavy offenders >1,3 promille BAC (0,4% of all drivers) cause 60% of alcohol-related accidents • 2/3 of victims in weekend nights • 70% of drink drivers are male • 60% come from cafe or restaurant; 30% from private home

7. Road safety campaigns in The Netherlands Self-reported drink driving in Hungary and The Netherlands, 2005 Answer ‘never’ on question ‘How often do you drive after drinking even a small amount of alcohol?’

8. Road safety campaigns in The Netherlands Policy instruments against drink driving: prevention and repression • Education: licensing and secondary schools • Communication: Bob-campaign since 2002 • Enforcement: select and random controls, sanctions under criminal law (penalty, license suspension) • Compulsory rehabilitation program for drivers with 1,3 to 1,8 promille BAC • Medical examination for offenders above 1,8 promille BAC (possibility of license withdrawal) • 2010: compulsory alcolock program for offenders with 1,3 to 2,1 promille BAC (2 years, user-pay basis, including educational program)

9. Road safety campaigns in The Netherlands Communication on drink driving before 2002 • Fragmented and ineffective operation: - several concepts in use simultaneously - conflicting messages - confusion among road users - lack of improvement in attitudes and behaviour • Waste of financial, logistic and personal capacity • Heavy focus on risk awareness and deterrence: - shock and awe-treatment - absence of clear perspective and ‘tools’ for implementation of safe behaviour

10. Road safety campaigns in The Netherlands The Bob-concept • Originates from Belgium (since 1995) • Designated driver revitalized • Positive, sympathic approach • Focus on the moment before drinking alcohol • Simple and easy applicable message: - before drinking make a deal who stays sober and drives the others home - he or she is called Bob • Freedom of choice

11. Road safety campaigns in The Netherlands Bob in The Netherlands • Belgian concept adapted to Dutch culture: - Bob is just a responsible person, not a hero - Bob joins the party, not a loner or a loser - Bob-rotation principle: higher acceptance • Being Bob is made a verb: slogan ‘Do you bob or do I bob?’ • 2004: integration in umbrella concept, slogan ‘Bob.The way to get home safely’ • Yearly two nationwide campaigns • Continuous activities on local level

12. Road safety campaigns in The Netherlands Key success factors • Structural cooperation: government, police, NGO’s, alcohol industry, hospitality industry • Joint responsibility of autonomous partners • Coordinated planning of activities • One concept and message by all partners • High likeability and acceptance • Simple ‘tool’ for adoption of safe behaviour • Broad media mix on national and local level • Presence when/where people drink alcohol • Constant refreshment

13. Road safety campaigns in The Netherlands Targets of the Bob-campaign • Risk awareness on drink driving • Knowledge of the Bob-formula as tool for safe behaviour • Positive attitude towards the Bob-formula • Safe behaviour by making the Bob-deal and compliance with the Bob-role

14. Road safety campaigns in The Netherlands Evolution in target groups • 2002: visitors of catering establishments (especially age group 18-35) • 2004: people drinking alcohol at home and at private parties (especially age group 35-50) • 2005: visitors of sport canteens • 2006: visitors of big events (sports, music)

15. Road safety campaigns in The Netherlands Bob-communication in practice What does it look like?

16. Road safety campaigns in The Netherlands Billboard highways, summer 2004

17. Road safety campaigns in The Netherlands Billboard highways, summer 2005

18. Road safety campaigns in The Netherlands Billboard highways, summer 2006

19. Road safety campaigns in The Netherlands Billboard highways, winter 2007

20. Road safety campaigns in The Netherlands Billboard on provincial road