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

29 november 2008 Road safety campaigns in The Netherlands2 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

29 november 2008 Road safety campaigns in The Netherlands3 Accident risk of drink drivers at different BAC-levels

29 november 2008 Road safety campaigns in The Netherlands4 Fatal injury risk of drink drivers, for different age groups

29 november 2008 Road safety campaigns in The Netherlands5 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!

29 november 2008 Road safety campaigns in The Netherlands6 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

29 november 2008 Road safety campaigns in The Netherlands7 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?’

29 november 2008 Road safety campaigns in The Netherlands8 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)

29 november 2008 Road safety campaigns in The Netherlands9 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

29 november 2008 Road safety campaigns in The Netherlands10 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

29 november 2008 Road safety campaigns in The Netherlands11 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

29 november 2008 Road safety campaigns in The Netherlands12 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

29 november 2008 Road safety campaigns in The Netherlands13 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

29 november 2008 Road safety campaigns in The Netherlands14 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)

29 november 2008 Road safety campaigns in The Netherlands15 Bob-communication in practice What does it look like?

29 november 2008 Road safety campaigns in The Netherlands16 Billboard highways, summer 2004

29 november 2008 Road safety campaigns in The Netherlands17 Billboard highways, summer 2005

29 november 2008 Road safety campaigns in The Netherlands18 Billboard highways, summer 2006

29 november 2008 Road safety campaigns in The Netherlands19 Billboard highways, winter 2007

29 november 2008 Road safety campaigns in The Netherlands20 Billboard on provincial road