Let's All Be Bob

One of the more interesting things about moving to a new place is that advertising and commercials are all new. That is also true of the roadside billboards. Almost exclusively, they are road safety related and change frequently.

The Bob campaign originated in Belgium, in 1995, in collaboration between several governmental departments, the police and the Belgian beer brewing industry.

The Bob campaign aims to raise awareness of the dangers of driving while intoxicated; drivers with high blood alcohol content are at increased risk of car accidents, highway injuries and vehicular deaths. Alongside the general information that is offered during the campaign, there is increased police surveillance, especially during the weeks running up to Christmas and New Year's Eve. But most of all, the campaign focuses on a designated driver approach.

Bob does not go through the back roads

 The campaign appeared to be successful right from the start. In just a few weeks’ time, 4 out of 5 Belgians had heard about Bob. Now, 97% of the Belgian population knows about the campaign, with Bob becoming the symbol against drinking and driving.

Bob doesn't panic when he sees the blue lights

 To date, more than 37% of all drivers in Belgium claim to have offered to be a designated driver. 34% have actually been a designated driver and 46% have been driven home safely by their 'Bob'.

Bob doesn't park at the neighbour's house

 According to official figures, the Bob campaign has triggered a change in mentality. Nowadays 80% of the population considers drinking and driving to be unacceptable.