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:

Client: OVK / VIAS

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