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BOB IN EUROPE

Learn about the development and evolution of the BOB campaign, an innovative approach to prevent drink-driving accidents. Discover how the campaign has become a popular icon and contributed to making drink-driving socially unacceptable.

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BOB IN EUROPE

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  1. BOB IN EUROPE PIETER DE NEVE Communications Department BIVV-IBSR

  2. BOB CAMPAIGN: DEVELOPMENT AND EVOLUTION

  3. BOB CAMPAIGN: DEVELOPMENT • IBSR and Arnoldus* have been joining efforts since 1995 to prevent accidents due to drink driving • December 1995: birth of • Bob = person (male or female) that does not drink when he/she has to drive *The Arnoldus Group was founded in 1992 at the initiative of the Confederation of Belgian Breweries (C.B.B.). Its purpose is to fight alcohol abuse and to promote the responsible use of alcohol.

  4. BOB CAMPAIGN: DEVELOPMENT • INNOVATIVE ELEMENTS: • For the first time, a name is used to indicate the designated driver (personification is stressed!) • No fear induction, but a positive approach; Bob is the hero of the evening • Bob offers ausable solution for people going out by car and wanting to drink

  5. BOB CAMPAIGN: EVOLUTION • 1995 – 1997: Introduction of the Bob character • 1998,1999: Positive endorsement • 2000 – 2003: Creative allusions • 2003 – 2007: Return to core values

  6. BOB CAMPAIGN: EVOLUTION • Even though the campaign strategy has been subject to evolution, some elements have remained unchanged since 1995: • Importance of choosing a Bob before the party starts • Taking turn: Bob can be anybody and should not always be the same person • Bob is not the looser of the evening (the one that can’t drink) but the hero of the evening (the one that drives his friends home safely)

  7. ENFORCEMENT • INTEGRATED APPROACH: AWARENESS RAISING and ENFORCEMENT • Awareness raising: creativity, above and below (targeted actions) e.g. below: action in pubs, Bob van, Bob parties, … • Enforcement: objective and subjective risk of being caught • TARGET GROUP: especially young drivers (18+), male and female

  8. ENFORCEMENT • It is of the utmost importance that the awareness campaign is backed by a sufficient amount of police checks, because Effectiveness = awareness raising + enforcement • Obviously fewer controls  campaign less successful • To increase the campaign’s credibility, a subjective and objective risk should exist that the driver gets caught.

  9. MAIN RESULTS • Bob is very well known (96% of the population!) and has become a popular icon. • Bob became the symbol of the fight against drink driving. • The word ”Bob” got through to everyday language (it is even mentionned in the Dutch dictionary!) • Bob is “active” all year round and not only during the year-end period • The initiative is highly appreciated: 96% considers the Bob concept to be a good or even excellent initiative • Bob has certainly contributed to make drink-driving socially unacceptable (change of behaviour)

  10. BOB IN EUROPE

  11. HISTORY 2000: a Bob-campaign is run in Zeeland, (NL, neighbouring province to B) inspired by the success of the concept in Belgium 2001: Bob is mentioned as best practice in the White Book on the European transport policy untill 2010 2001: first Euro-Bob campaign with co-funding by the European Commission in Belgium, France, Greece and The Netherlands

  12. European countries with a designated driver campaign in 2001

  13. European countries with a designated driver campaign in 2002

  14. European countries with a designated driver campaign in 2003

  15. European countries with a designated driver campaign in 2004

  16. TO BOB OR NOT TO BOB? Use of the name Bob: Belgium and The Netherlands Other denominations: Greece (Not tonight) France (Capitaine de soirée) Portugal (100% cool) Denmark (Cab driver) UK (Des) Poland (Krzys) but concept is always: DESIGNATED DRIVER

  17. GUIDELINES FOR IMPLEMENTING A BOB CAMPAIGN Protect Bob from use by commercial companies (Bob wants to stay ‘clean’, therefore no link between Bob and a commercial brand, Bob is a non-profit message and needs to remain as it is) Hold the legal rights (copy rights) Outlines the features of the concept (designated driver, taking turn, positive valorisation of the non-drinker, no fear induction)

  18. GENERAL CONCLUSIONS • Bob, as designated driver campaign, is a very effective and efficient awareness raising strategy: • 97% knows what Bob stands for • Bob has entered the every day language • drinking and driving has become socially unacceptable • Enforcement is an essential element to change driver’s behaviour – importance of subjective risk of being caught.

  19. GENERAL CONCLUSIONS • Importance of evaluation tools: needed to measure effectiveness and to determine future strategy • Important role of the European Commission (financing, harmonization, …)

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