Designated Driver Campaign

Printer-friendly version

The designated driver concept is highly successful and well implemented in Europe after running for a number of years. The designated driver concept was first launched as the “Bob Campaign” in Belgium in 1995 with political and financial support from the European Union promoting it across 16 countries in 2006. The designated driver campaign has various names across Europe but is based on a common concept – a designated person doesn’t drink when he or she has to drive the rest of group home safely. In Taiwan, we launched the “Bob Campaign” promoting the same concept of awareness in 2006 and then promoted the “Designated Driver Campaign” as a behavioral change program in 2007. We developed activities on-site in bars & restaurants, web-based computer games and media campaigns to remind consumers of alternative ways to go home safely after drinking and that drink-driving behavior is socially unacceptable. The campaign had influence over both public and private institutions resulting in partnership with the government such as the Ministry of Transport and Communication, private sectors and organizations funded by the auto industry.