European Road Safety Charter
Good Practice

BOB campaign: This time I'm BOB!

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BOB campaign: This time I'm BOB!

Initiative details

Describe the characteristics of your target audience 
All people with a driver's license.

Organisation details

School / Research center
This campaign is organised by our Vias marketing team. For more information, you can contact or
Please describe the main road safety challenges/problems you have addressed or are addressing. 
Driving under the influence of alcohol
What are your objectives? 
To encourage people to drive sober and to bring their loved ones home safe. To be proud to be responsible and to become BOB.
On average, every day 12 accidents happen in Belgium due to a driver under influence of alcohol. During new year, this number even increases until 26 accidents. That means that alcohol is the reason for one out of three accidents during this time! We also see that when alcohol is involved, more accidents happen where no other party is involved (e.g. the driver hits a tree or loses control in a turn). In 2020, 50% of the accidents involving alcohol were one-sided accidents.  To make people more aware of this problem, Vias Insititute created the BOB-campaign. This campaign, which already exists for 25 years, tries to encourage people to be a BOB, a sober driver who brings his/her friends, family, colleagues home safe. For this campaign, we work together with the police, the local road safety authorities, the insurance company Assuralia and the Belgian Brewers. The BOB campaign is so popular that "being BOB" has become a national acknowledged word for when you drive sober.  This winter, the slogan of the campaign is "this time I'm BOB" (deze keer ben ik BOB/cette fois-ci, c'est moi BOB). This campaign will be active in December and January and will be promoted via Radio, social media and on the back of buses. During the campaign the police will do more alcohol controls. If the driver blows negative, he/she will receive a BOB keychain. This keychain has become very popular in the last years, and has become a motivation for people to have a more positive attitude towards controls on the road.  The new element of the campaign are our two ambassadors: Metejoor (a Flemish singer) and Maria Del Rio (a Walloon presenter). Fans can participate in a competition where they can win a night out with the ambassador as their BOB. The ambassador drives them to the restaurant and back while staying sober. Thanks to this competition, the campaign is able to reach a younger audience. Besides that, the Flemish singer Metejoor also told his personal story about his friend who got hit by a drunk driver and got paralysed. This story was shared via many newspapers, television channels and social media posts. 

Project activities

If you work together with external partners, list the most important partners and briefly describe their role. 
- The police - Local governments - Assuralia (insurance company, sponsor) - Belgian brewers (sponsors)
List the actions you carried/are carrying out 
Friday, 3 December, 2021 to Monday, 31 January, 2022


What has been the effect of the activities? 
- The impact/reach/value in the media - The number of candidates for the competition - The percentage positive/negative tests during the police controls - The percentage of accidents under the influence of alcohol
How have you shared information about your project and its results? 
All promotion happens in Dutch and French: - Radio commercials - Social media posts - The network of our ambassadors - Online competition
How many people did you reach/have you reached? 
Is there a plan for continuing these activities in the coming years? 
The BOB campaign runs each year during winter and summer
Who carried/carries out the evaluation activities? 
External evaluation
Internal evaluation
Name of the external evaluator 
When did/will you carry out the evaluation? 
Before, after and continuous monitoring

Supporting materials