For 25 years, Belgian designated drivers have been rewarded with a “Bob” key ring during alcohol checks. Developed with several government departments, the police, and the Belgian beer industry, the Bob campaign was borrowed by other states as well, each adapting it to their audience. For two decades and a half, the police have been organizing alcohol checks, especially during the weeks running up to Christmas and New Year’s Eve, handing out such keys to responsible drivers.
And even though 98% of Belgians know exactly what Bob stands for — it is such a popular word that it even has its own place in Dutch dictionaries — the citizens of this country continue to drink and drive. The result? One in five road accidents is still alcohol-related.
Now, with the help of creative consultancy agency Happiness Brussels, the Belgian Road Safety Institute (now VIAS) and the organization Parents of Road Victims (OVK) updated this initiative, with the police continuing to hand out key rings throughout the “Non-Bob” initiative. While the Bob key will still be given to responsible drivers, those who are driving under the influence of alcohol will receive a key chain with the name of a child, victim of a driver who got behind the wheel despite drinking.
Following the same yellow color and font as the iconic Bob key, the new ones will hopefully have a greater impact compared to a fine or a driving ban. Key rings carrying the names of Axelle, Corwin, Philippe, Nathan, Laetitia, Olivier, Timmy, or Romina have been handed out during the Christmas holiday. But as the new year emerged, the police continued this mission during the weekend without alcohol, which started January 22nd.
Drivers who tested positive for alcohol received a non-Bob key ring, accompanied by the story of the victim. For example, the youngest victim, Axelle, was only three and a half years old when she and her mom were hit on the sidewalk by a driver who was under the influence of alcohol and drugs. The campaign’s website hosts all of the victims’ stories, narrated (in Dutch and French) by their relatives (foreign users can still read the stories in English). Besides the testimonials, the online platform allows positive-blowing drivers to exchange their non-Bob key for a Road Safety Course from VIAS, during which the consequences of alcohol consumption on the drivers’ behavior are discussed in more detail.
For 25 years, responsible drivers were rewarded with the Bob key. Yet, during all this time, Belgians have continued to consume alcohol and drive. “So, both the annual Bob campaigns and this new ‘non-Bob’ campaign remain absolutely necessary,” concludes the agency in a press release. Think of Axelle, Corwin, Philippe, Nathan, Laetitia, Olivier, Timmy, and Romina. Be Bob.
Credits:
Contact OVK: Koen Van Wonterghem, Ellen Ruys, Alexia Creton
Contact VIAS: Karin Genoe, Stef Willems, Benoit Godart
Campaign: Non-Bob
Agency: Happiness Brussels, an FCB Alliance
Executive Creative Management: Karen Corrigan
Creative Director: Geoffrey Hantson, Katrien Bottez
Business Director: Hans Smets
Creatives: Tom Berth, Geert De Rocker, Joris Van der Plaetsen
Connectivity planner: Marina Vandeplas
Influencer marketing: Elise Van Craen
Producer: Arthur De Wachter
Account Executive: Emma Legein
Copy NL: Dee Verwaetermeulen
Copy FR: Alice Amant
Craft & Design Director: Dries Lauwers
Graphic design: Jonathan Kalifat, Dries Lauwers
Motion design: Remke Faber, Karlien Huygels
Sound Production: Raygun
Video Production Hero films: Fledge
Creative Partner: Diederik Jeangout
Executive Producer: Roeland Jeangout
Line Producer: Francis Bosschem
Director: Jaan & Michiel
DOP: Maxime Lahousse
Focus Puller: Joel Bervoets
Steadicammer: Steven Van Volsem
Gaffer: Dries Cumps
Electro: Dries Boons
Geluidsman: Steven Van Roy
Location Manager: Edward Bosschem
Editors: Jaan Stevens & Michiel Venmans
Motion designers: Remke Faber, Karlien Huygels
Colorgrader: Florian Keirse
Song: Lili Grace
Sound: Raygun
Video production Controle films: Bliss
Producer: Arthur De Wachter
DOP: Arno Weijdema
Klankman: Steven Van der Perre, Koen De Leeuw
Motion/edit: Remke Faber
Sound: Raygun