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• ““Borne to Stay Alive” Tour”
• “Tournée “Borne to Stay Alive””
COUNTRY France
TIMING 2006 > 2006
THEME
Drink-driving

CONTRIBUTOR

  • Avec Modération!
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OBJECTIVE

  • To promote the use of the breathalyser terminals.
  • To promote the use of a designated driver.
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DESCRIPTION OF THE INITIATIVE

  • To support the launch and marketing of the breathalyser terminal, Enterprise & Prevention organized the "Borne to stay alive" tour in July and August 2006 (“borne” is a play on words, in French it means “terminal”).
  • The evenings were based on the principle of designated driver: the designated driver was given a tamper proof bracelet, evidence of their commitment, and 2 free soft drinks. They also received gifts (t-shirts, postcards, key chains and photos) throughout the evening. Before leaving, the driver had to use the breathalyser terminal to ensure that they had not drank any alcohol. The evenings were designed to be fun and festive. Professionals also delivered prevention messages to all the young adults attending the disco.
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IMPACT

  • The parties took place in 35 clubs in 10 departments which were most affected by fatal alcohol related accidents (Côtes-d Armor, Morbihan, Loire-Atlantique, Vendée, Charente, Charente-Maritime, Gironde, Hautes-Pyrénées, Haute-Garonne and Pyrénées-Orientales).
  • 200 terminals were installed all over France.
  • 10,000 young people were made aware of the risks of drink-driving.
  • 1,000 designated drivers took part. 90% had no alcohol.
  • 2,000 breathalyser tests were used.
  • More than 15,000 gifts were distributed.
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