29 november 2008 Road safety campaigns in The Netherlands1 Case: the Bob-campaign against drink...

29 november 2008

Road safety campaigns in The Netherlands 1

Case: the Bob-campaign against drink driving

29 november 2008


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

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Accident risk of drink drivers at different BAC-levels

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Fatal injury risk of drink drivers, for different age groups

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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!

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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

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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?’

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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)

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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

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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

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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

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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

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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

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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)

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Bob-communication in practice

What does it look like?

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Billboard highways, summer 2004

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Billboard highways, winter 2007

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Billboard on provincial road

29 november 2008 Road safety campaigns in The Netherlands1 Case: the Bob-campaign against drink...

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