Background
In Belgium ‘Bob’ is a first name. But it’s also the ultimate symbol of ‘designated driver’. The name was installed through the Bob campaign that has been running since 1995. The word ‘Bob’ is so iconic that you can find it in Dutch dictionaries, and several other European countries adopted the word and the campaign. For 25 consecutive years the police have been organising alcohol checks where they hand out Bob key rings to drivers who didn’t drink. 98% of all Belgians know exactly what BOB means. Nevertheless, Belgians continue to drink and drive. Still one out of five road accidents is due to alcohol.
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