Designated Driver

Objective

To raise awareness of the dangers of drink-driving among young drivers.

To encourage the use of a designated driver as normal behaviour.

Description

The campaign is run by the government and supported by STIVA. Started in Belgium in 1995, it was launched in 2001 in the Netherlands with the “Bob jij of Bob ik” (You or I am BOB) slogan. The slogan was updated in 2010 with the “designated driver stays at zero” message, in 2011 “100% BOB 0% alcohol – To get home safely, stay in control” and from 2015 “say it out loud when you are BOB”.

The campaign is built on the idea that a combination of education and enforcement measures helps to reduce drink-driving. The central message is that the designated driver “BOB” should be chosen before going out.

It is promoted through a wide range of channels including motorway signage, events, promotional materials and digital communication. Campaign teams are regularly present at festivals, sporting events and police alcohol checks, where they engage directly with the public, carry out breath tests and promote responsible behaviour.

In recent years, the campaign has expanded its visibility through large-scale events and digital screens, significantly increasing reach and reinforcing the BOB message among festivalgoers and drivers across the country.

The campaign also has a Facebook page, an Instagram account and a website.

Partners

The Ministry of Infrastructure and Water Management (IenW)

Netherlands Safe Traffic Organisation (Veilig Verkeer Nederland)

Team Alert

Beer, Wine and Spirits Producers

Ministries of Transport and Health, Welfare and Sport

Results

2025: The BOB campaign reached 1,709,367 visitors at festivals and events across the Netherlands. A total of 18,503 breath tests were carried out and 8,572 designated driver agreements were made. In addition, 8,750 BOB keychains were distributed. The campaign was present at major events such as Pinkpop, Concert at Sea, Zwarte Cross and TT Assen, as well as at alcohol checks nationwide. Digital screens further amplified visibility, including high-frequency exposure during the Nijmegen Four Days Marches.

2024: Veilig Verkeer Nederland and local volunteers delivered the campaign across numerous events, reaching 578,000 people. In addition, 3,786 vehicles were checked during alcohol controls.

2017: BOB teams reached 1.5 million people at festivals and 126,500 breathalyser tests were carried out. 200,000 people were reached at the Zwarte Cross festival and 20,000 breathalyser tests were carried out.

2016: 800,000 people were reached on Facebook; 42,408 were reached during 59 controls by police; 10 national events over 38 days (1 million visitors) reached 300,000 and 54,000 breathalyser tests were carried out; 85,000 were reached at regional events.

2015: 304,300 people were reached on Facebook; 95,840 were reached during 145 controls by police; 33 national events reached 693,000 and 80,500 breathalyser tests were carried out; 217,065 were reached at regional events.

From 2011 to 2014: 37,000 alcohol tests were carried out in more than 200 locations. 500,000 visitors were reached at events and more than 1 million people were reached overall. In 2013, 100,000 contacts were made at police checkpoints and 50,000 at events.

Measurement & evaluation

The Drinking and driving in the Netherlands 2002-2017 report by the Ministry of Infrastructure and Water Management was published in July 2018 (see downloads). It shows a decrease in drink-drivers from 4% in 2002 to 1.4% in 2017, which is the lowest level ever recorded. Men are more likely to drink-drive than women but the gap is narrowing. Men in the 25-34 and 35-49 age groups are most likely to drink-drive as are women aged between 25 and 34.

Figures from the Netherlands Safe Traffic Organisation show that the number of drink-drivers has dropped from 4.0% in 2002 to 1.7% in 2015.

Evaluation after the 2012/2013 winter campaign showed that: 94% agreed to be “BOB” before leaving the house; 93% agreed that when driving or being a designated driver, one shouldn't drink any alcohol at all and 95% agreed that a designated driver is necessary when visiting friends at home. The benchmark of other campaigns for those attitudes/opinions is 88%.

In addition (see downloads): 94% of the general public recognises and appreciates the campaign. Since its introduction in 2001 the number of drivers found to be over the limit during traffic controls fell from 4.1% in 2002 to 1.8% in 2013. The number of newly licensed drivers found to be over the limit also fell from 4.8% in 2008 to 2.5% in 2013.