eurobob final report

PAN-EUROPEAN DESIGNATED DRIVER CAMPAIGN 2006

FINAL REPORT

Covering the period 01/09/2005 – 28/02/2007

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CONTENTS

1. INTRODUCTION 3 2. CAMPAIGN EVALUATION PER COUNTRY 5

2.1 Austria 5 2.2 Belgium 27 2.3 Czech Republic 38 2.4 Denmark 44 2.5 France 57 2.6 Greece 62 2.7 Hungary 79 2.8 Ireland 84 2.9 Italy 89 2.10 The Netherlands 104 2.11 Poland 119 2.12 Portugal 122 2.13 Spain 132 2.14 Sweden 144 2.15 United Kingdom 150

Annex I Annex II

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1 INTRODUCTION This report aims to give an overview of the work phases and results of the different designated driver campaigns that have been developed in the period from 1 September 2005 to 28 February 2007 within the framework of the pan-European designated driver campaign project, co-financed by the European Commission. It was the fifth time that a similar project was carried out. To this edition, organisations from thirteen EU member states participated; Austria, Belgium, Czech Republic, Denmark, France, Greece, Ireland, Italy, Poland, Portugal, Spain, Sweden, The Netherlands and the UK. For the first time, a designated driver campaign was being developed, within the scope of this project, in Austria and Sweden. The report covers the actions and campaign activities for the period 1 September 2005 to 28 February 2007. The different national campaigns all use the common concept of promoting and valorising the sober, designated driver as solution to the problem of drink-driving. As in previous editions of this project, all organisations were free to choose the creative approach for their designated driver campaign, the running period, the campaign elements and actions of which they think they have the biggest impact or deliver the best results. There are however some common, underlying concept elements and principles that are respected by all of the participating organisations. These principles are inspired by the Belgian Bob campaign that has been running since 1995 and that is now being seen as a best practice throughout Europe. The most important of these characteristics are:

- Partnerships between a road safety organisation and social aspects organisations from the drinks industry guaranteeing a great impact, should be pursued

- In order to bring about a real change in behaviour, the awareness raising actions should be combined with enforcement activities. This is known as the integrated approach. Ideally, the enforcement activities take place during the running time of the awareness raising campaign.

- The designated driver should be depicted positively and his role should be valorised – he is much loved by his friends (or family); thanks to him they can have a party. Negative messages focussing on the negative aspects of undesired behaviour or fear induction is out of the question.

- The importance of taking turn (everybody can be a designated driver) and of taking a decision about who will be the designated driver before going out, should be stressed.

- Ideally, mass media activities should be combined with actions on the field, especially in catering premises.

Totally in line with the partnership idea for these campaigns, some of them were brought about by road safety organisations and others were put up by social aspects organisations of the drinking industry. To the first group belong the campaigns in Austria, Belgium, France, Greece, Italy, Sweden and The Netherlands. To the second group belong the campaigns in the Czech Republic, Denmark, Hungary, Ireland, Poland, Portugal, Spain and the UK. In order to enhance the quality of the campaign evaluations, an explicit demand of the European Commission after previous editions of this project, the BIVV-IBSR project coordinator developed specifications and guidelines for the evaluation of European designated driver campaigns (please see Annex I). This document that was also part of the

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application form and the project proposal was however not included in the contract between the European Commission and the BIVV-IBSR and its respective project partners. As a result, it was not possible to push or even enforce these specifications and guidelines as the ideal way to evaluate the different campaigns. Some of the organisations adopted (parts of the) methodology of the specifications and guidelines voluntarily, others just ignored it and continued the evaluation as they had done in previous projects. The result of this is, again, that is hardly possible to draw any general, overall conclusions for the campaigns, since there is no common ground for comparing results. When still trying to deduce some general conclusions, they could be resumed as follows:

- The concept of the designated driver, of appointing someone who will stay sober and bring his friends/relatives home safely is a concept that has proved to work and to which people in the different European member states are open.

- The fact of addressing people in an extremely positive way, something that can probably still be seen best in the original, Belgian Bob campaign and in the Dutch version, makes them receptive to this kind of messages since they don’t feel patronized, yet respected.

- Consistent repetition of the same message seems to be a guarantee for success. All campaigns that have run over several years, bringing the same message but each time shaped in a different way, reached high familiarity and recognition scores. In communication, repetition is key. Therefore, this type of campaign will need to be kept on repeated in the future, the risk being that otherwise the message might fade out.

Please find hereafter the campaign results per country (organisation) available for the above-mentioned period. In order to have some consistency in the reporting on the campaigns, the BIVV-IBSR coordination provided the project partners with a report framework; including a report structure and some must-contain elements and data. A copy of this framework is attached in Annex II.

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CAMPAIGN EVALUATION PER COUNTRY

2.1 AUSTRIA Introduction

In Austria there have been repeated campaigns focusing on the subject of alcohol, particular targets being the low-price and high-volume alcoholic drinks offered by event organisers and club operators, and the competitive drinking indulged in by some of the 16 to 25 age group. Many of these campaigns come across as being “holier than thou”, and therefore do not hit home with their target audience. An information film about alcohol, which showed very drastic pictures and which would have started at about the same time as this campaign, was rejected by club owners. With this as a background, it was very important for the project leaders, when implementing a project within the framework of the international Designated Drivers Campaign, to develop a communication channel that was both specific and appropriate to the target group. Because of the headlines about post night-out accidents that regularly fill the newspapers after the weekend, the main target group for the existing campaign was disco goers. As the domestic project partner FGM had good experience with peer group education (e.g. from the project CLOSE TO1), this constituted the principle of this campaign. The main goal of the campaign was to foster a positive attitude towards not drinking and driving and to support the driver's decision to stay sober. Social disapproval of drunk driving was to be further encouraged. The feeling of "not being ok" with drunk drivers within one's circle of friends requires continuous awareness raising efforts in order to foster social disagreement and thus cause a change in the image associated with drunk driving. Running period of the campaign

The campaign ran from June 2006 until the end of February 2007. • CONCEPTUAL PHASE

In Austria, the preparation phase started in March 2006 and continued to June 2006

• Concept development • Project organisation • Creation of the final campaign design • Development of advertising materials that are of interest to young people (e.g.: flip-top

matchbooks, fortune cookies, website with “snapshots”) • Find/train “peer agents”; organise “peer agent” preparation meetings • Website conception • Find large clubs/discotheques and events in a total of 20 different local regions (see

annex p. 25); contact discotheque owners • Cooperation meetings with the different regional administrative authorities from the

selected federal states

1 CLOSE TO – Initiative to establish innovative methods in driving school education by including peers

who relate of their traffic accident occurrences, 2004–2006.

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• Creation of a jingle and video animation for video walls • Pre-test evaluation in all clubs/discotheques (600 persons) • IMPLEMENTATION PHASE

Campaign from June 2006 to February 2007 The original proposal for project duration of 26 months was reduced to 18 months. Consequently, changes were also made in relation to the events scheduled to take place in the selected locations. As the majority of final school year dances take place in January and February, it was not possible to roll out the project here, and therefore the main focus of the operation was on clubs instead. Consequently, it was also not possible to carry out the original plan to concentrate on concert events in the second year. Instead, this was included as an accompaniment to the campaign in large clubs. In order to implement a face-to-face method, the cooperation of “peer agents” was necessary to communicate with and to have the full trust and acceptance of the target group. Initially, this group of “peer agents” was intended to consist of the staff in discotheques and youth clubs. However, cooperation of the staff employed at discotheques was only possible to a limited extent and mainly consisted in wearing t-shirts and handing out information material. Consequently, specially trained peer agents were assigned to so-called “event teams” whose task was to make more contact to the visitors of discotheques and events. They contacted the target group to make them aware of the campaign. This was carried out through verbal information and through give-aways, which were distributed among the visitors and also were available at different places in the discotheque (e.g. fortune cookies at the cash desk, other gifts around the bar). The event team was accompanied by a photographer who took snapshots of different groups of friends, and the jingle and the video animation were played at various intervals throughout the evening. Our event teams were integrated into the whole process and decided on the various forms of advertising to be employed. Therefore, a few preparation meeting were sufficient to make them aware of their tasks. Two regional radio stations broadcasted information about the campaign and the lottery live on air in December 2006 (Radio Soundportal und Krone-Hit Radio). Two other stations, Radio Steiermark and Antenne Steiermark, also covered the campaign. The campaign was implemented in Lower Austria and Styria, two federal states of Austria. Further activities during this phase: • Website maintenance and support (provision of photos immediately after an event) • Regular discussion groups with peer agents (event teams), information from feedback

discussions • Regular coordination with club operators regarding the use of materials • EVALUATION PHASE

April 2006 to February 2007 The evaluation accompanied the whole process, supplemented by discussion groups and meetings with the peer agents. • Pre-testing from April to June 2006

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• Qualitative interviews and discussion groups with the event teams and discotheque owners

• On-site survey • Collecting of statistical data • Post-testing from November 2006 to February 2007 Parties involved “Interaction of parties involved in the “Friends” campaign” The following parties were involved in the project:

Regional administrative authorities (presentation at two conferences with representatives from the regional authorities, cooperation with selected districts).

These regional administrative bodies were responsible for the bars and pubs in their respective areas and were involved from the start, in order to attempt, from the administrative side, to motivate the operators to cooperate with the project organisers. Initial cooperation meetings took place with them, and posters to support the overall campaign were also distributed by the regional administrative authorities.

State police departments of Lower Austria and Styria. Increased police checks in the immediate area of the clubs selected were agreed in direct cooperation with the state police departments of Styria and Lower Austria.

Regional and local media This included press material in the local media to advertise the campaign. In cooperation with the clubs, there were also various regional radio adverts and editorial contributions to the project.

Operators of large clubs/discotheques In each of the selected districts, it was possible to acquire large clubs/discotheques as partners, which on average have a visitor count of around 1,500 people per night (Friday and/or Saturday). As there were no such clubs in some of the districts, other large events were visited as an alternative. The club operators involved are mostly groups of companies with their own managers. It was possible to cooperate, for example, with the Bollwerk group, the Excalibur group and the Millennium, as well as other individual clubs.

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Event companies

WM Sounds, as well as regional event companies, also cooperated with the project. These companies were involved in those areas where there were no suitably large event locations. The following parties were not involved as planned:

Breweries & wine associations: Breweries were also approached and asked for their cooperation in the context of the project. Although these companies principally expressed an interest in the campaign, they did not agree to provide vouchers for alcohol-free beverages, but were only willing to increase their advertising efforts for alcohol-free beer. However, discussions with the owners of discotheques soon made it obvious that discogoers are not an optimally suited target group for alcohol-free beer (marketed under the brand "Schlossgold"). The Schlossgold target group is older, and therefore, this type of beer is not even offered for sale in discotheques due to a lack of demand.

Schools The original project proposal was planned for a period of two years, and the dances typically held for final year school students in Austria were to be included in the scheduled events. However, as these dances take place in the winter months, they could not be included in the project implementation period as it is currently designed. Police checks in Lower Austria and Styria In both of the federal states, the police cooperated with the project by conducting checks in the vicinity of the clubs at the start and end of the campaign. One problem that became apparent was that the police plan their deployment, at least in part, two months beforehand, whereas clubs operators in some cases only confirmed the details of their events to the event team at short notice. There was also the problem of dates being moved. The volume of data in the federal states differed widely, so that it was difficult to conduct a direct comparison over the course of the campaign using state control data. In previous years of the EU project, it had already become apparent from other participating countries that an analysis of the police checks did not show any immediate influence from the campaign, and so the expectations that this should be any different in Austria should not be too high, as these increased checks probably only show an effect if they are conducted continuously over a longer time period. Overall, the collaboration with the police in both states can be described as good and very cooperative. Objectives The goal of the campaign was to raise the awareness about drinking and driving in the age group of drivers between 18 and 25 years. According to the European Designated Drivers Campaign, the overall objective was to motivate one out of the group to stay sober and drive the others safely home after a night out. During the campaign “0.0 for friends”, we started by introducing photos (snapshots) of groups of friends on a night out, which can be found on the Internet. The campaign utilised this “friendship trend”. The goal was to achieve a “non-moralistic" approach with a specific choice of unprejudiced pictures and words. The fun factor stayed very prominent without any pedagogic suggestions.

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In this way, it will be easier for the volunteer driver to accept his or her responsibility. He/she will do it out of friendship and this does not turn him/her into a hero figure. The friendship principle is found in every sub-group in the youth scene: sport fans, musicians, media freaks, car fans, etc., and it does not differentiate between male and female. Innovative advertising materials helped to transfer information about the project and the website. Awareness raising strategies in the generation of young car drivers against drinking and driving should focus on strengthening the principle of friendship and trust. Long-term objective: Not drinking and driving is to be encouraged by positive feedback for the driver from the members of his or her group of friends. Drunk driving is to be regarded as socially unacceptable behaviour. Target audience, approach and methodology The campaign in Austria reaches the target group through the theme of friendship. Without being moralistic, the main purposes of the campaign are the subjects of driving, trust and friendship. At the same time, the slogan “0.0 for friends” gets in touch with the materialism of this modern generation. In the German language “0.0” has a kind of double meaning. It jokingly means “I won’t give you anything”, but on the other hand it means “I’ll give you the most valuable thing there is: an uninjured life”. To reach the target Group, the “friends” campaign adopts trusted “peer agents”. The main focus of the campaign is the face-to-face contact. The implementation focal points are discotheques and events. • TARGET AUDIENCE Drivers between 18 and 25 years of age who visit a discotheque or an event where it is common to drink alcohol. • APPROACH Because of the positive results obtained during local campaigns in various EC projects2, we decided to work in different regions with strong branding in small manageable areas (administration districts). The regions we selected were Styria and Upper Austria. In these two federal states, we were able to act in a total of 18 administrative districts. The selection criteria were the number of alcohol-related vehicle accidents and the availability of suitable locations. Using materials that are appropriate to the target group and the principles of peer education, young event teams approach disco goers during the course of an event and attempt to stimulate interest amongst them for the campaign. Conspicuous clothing and a photographer accompanying the event teams help to ensure that they attract attention. Communication with the target group is designed to suit the limited opportunities for discussion inside a club. The aim of the communicators (event teams) is to make people aware of the issue, by, for example, using introductory questions such as: “Do you know which of you will be driving tonight?” and to reinforce this decision. Where possible, a short explanation of the campaign is added. These short discussions are then reinforced with give-aways. It is important for the project team to raise awareness amongst the target group “on the spot” and this concept has been successful, in spite of the difficult conditions (i.e. noise) in the

2 EC PORTAL: Promotion of results in transport research and learning. Safety report, examples and best practise, p. 77

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clubs. The target group’s attentiveness to the content of the campaign can be evaluated as thoroughly positive. The event team 11 young people acting as peer agents (3 young men, 8 young women) and two photographers were available for appearances at events. Their ages range from 20 to 27 years. All event team members have undergone a basic training course of 12 hours in total, which was carried out by FGM-AMOR. A joint communication strategy has been developed for addressing the target group in conjunction with the event teams, and materials have been selected together (e.g. which t-shirts are suitable, slogans, etc.). Feedback meetings with all event team members were held at regular intervals at FGM-AMOR in order to assure the quality of the operations. Each event team deployment lasts for a minimum of 3 and a maximum of 5 hours, subject to the number of people at the event and the actual situation (sometimes there are a very large number of drunks after a certain time of night!) • METHODOLOGY In relevant projects in the field of accident prevention in Austria, the outcome shows that in the target group that we are working with, the principle of peer group education shows very good results. This “peer agents” idea is a principle of peer group education. The principle of face-to-face contact is successful in risk prevention. There are many other forms of information with regard to drinking and driving, but sometimes these have been less successful. Most have not been accepted because they could not get the attention of the target group. This is why we included someone in the communication process who is very well accepted (staff members). That includes the principle of a peer group approach, which means acceptance because of similar age and belonging to the same scene. Working with the “real experts” (and utilising youth specific trends like digital cams) ensures that the target group get the message it really needs. Campaign elements, actions and facts The campaign is introduced to the target group using the following text: “With me at the wheel, we’ll get the party on the road!” - This is the slogan of “0.0 for friends”. And “0.0 for friends” has one aim: to reduce the number of young people killed on the roads as a result of alcohol. Did you know that road accidents are the number one cause of death in young people aged between 18 and 26? And often, alcohol plays a part in these deaths. “0.0 for friends” is taking a positive stand against this. There’s one simple and safe deal: If you’re the driver, don’t drink! Well, nothing alcoholic anyway! If your friends matter to you at all, then you won’t drink and drive! They’ll thank you for it. And it doesn’t mean that you can’t have fun. • CAMPAIGN ELEMENTS Event team with photographer

The event team was the main disseminator of information throughout the campaign and consisted of 2 peer agents belonging to the same age group as the target group

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and a photographer. Dressed in white to catch people’s attention and carrying large logo-imprinted bags containing the give-aways, they contacted the target group to make them aware of the campaign. This was carried out through verbal information. In addition, free gifts were distributed and snapshots of groups of friends with a designated driver were taken.

Give-aways

Fortune cookies:

Information in the form of a crispy, sweet cookie. Inside is a strip of paper with a lucky number and a wise saying or a prediction for the future. The lucky number can be used to take part in the online prize draw on the campaign website. There is also a small card on the packaging with further information about the campaign.

Flip-top matches:

A source of information on the campaign with practical value (matches). Information relating to the campaign can be found in a mini folder and a comic dealing with the subject.

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T-shirts:

T-shirts aimed at the target group in several trendy colours and with different sayings on them (e.g. “For you I’ll Stay Off The Drink”, “Not Drunk – Still Happy”, “Lady Driver”, “Not Off My Face”, “Stone Cold Sober”, “With Me at the Wheel, We’ll Get The Party On The Road”, etc.).These are distributed to designated drivers at the events or given away as prizes. With a fashionable design and a high quality the T-shirts are a sustainable campaign element.

Photo cards:

Info cards containing the address of the website, which are given out by the event photographer. These are used to draw attention to the photo pages on the website, where pictures can be uploaded/downloaded and where details of the prize draw can be found.

Wristbands:

Fluorescent silicone wristbands with the website address and the word “Friends” printed on them, for groups of friends in the clubs.

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Key fobs:

In the same design as the wristbands, there are also different kinds of fluorescent key fobs, also with the website address and the word “Friends” printed on them.

Lanyard keychains:

Keychains in trendy colours with the website address and “Friends watch out for friends” printed on them.

Bags:

Cool shoulder bags with the “Friends” logo. Posters:

Advertising the campaign; have information on them

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Jingle Source of information for use within the campaign in the clubs. The lyrics were written specially and the sound recording was done in a professional recording studio. A favourite summer record amongst the target group that had been number one in the charts in Germany and Austria for a long time was adapted and played in the clubs to get the message across. The German title of the song is “Ab in den Süden” (Off to the South)3.

Video

Animation of the comic in the flip-top matchbooks for showing on large screens in the clubs. A comic-strip artist who is famous in the German-speaking world drew the cartoon from a storyboard developed by FGM. This animation is shown several times an evening in the clubs and helps to spread the message of the campaign in an informal way.

Website The www.forfriends.org website includes details of the campaign and the dates and locations of events. The photos taken by the photographer in the discotheques are posted on the website so that partygoers can look at them and download them on the next day, and also

3 M+T: JEGLITZA, OLAF / KOEHLER, BORIS / ERL, SEBASTIAN* *© by HANSEATIC MUSIKVERLAG GMBH & CO KG*

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take part in the prize draw. The photo cards, fortune cookies and flip-top matchbooks help to publicise the campaign and draw attention to the dangers of drinking and driving, with the emphasis on groups of friends. In March, about 1,000,000 requests were recorded on the “0.0 for friends” website, which shows a very high level of interest in both the website and the free photo downloads offered there. Prize draw

Those who logged onto the website www.forfriends.org with the lucky number contained in one of the fortune cookies were automatically entered into a prize draw. The main prize was a seaside holiday for a group of four friends, as well as iPods and friends packages, which include special “friends bags” with a t-shirt and other give-aways.

• ACTIONS The Austrian implementation of the campaign focused on friendship as the driving force for responsible behaviour: If your friends matter to you at all, then you won’t drink and drive! At the heart of the campaign was personal contact with the target group without appearing “preachy”. With “0.0 for friends”, people of the same age as the disco- and partygoers spoke directly to them. For this purpose, event teams were in attendance at large discos and festivals in Lower Austria and Styria from June 2006 to February 2007 to encourage youngsters to take it in turns to drive. The campaign was not moralising, but instead the teams, using attractive promotional materials, told the groups of friends to have a good evening and at the same time got the message across that their designated driver should remain sober. “With me at the wheel, we’ll get the party on the road” ensures that the entire group of friends will have a fun evening, because one of their groups will remain sober. Using people of the same age to deliver the message makes it easier to access them and creates the right conditions to help make the subject relevant to young people. The approach and arguments were developed by and in conjunction with event teams of the same age as the target group so that the right language is used. i.e. the bar manager, service people, DJ, etc. They all wear campaign t-shirts, the campaign jingle was played several times throughout the evening to announce t-shirt give-aways, a large-screen cartoon was shown and campaign posters were on display all over the club. Attractive materials were given away in the discos, such as flip-top matchbooks that explain about the background of the campaign, colourful glowing wrist-bands with the FRIENDS logo

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and website address, as well as glowing (fluorescent) key fobs, lanyard keychains and colourful t-shirts with the described. These t-shirts were extremely popular with the target group and were usually put on straight away, thus ensuring that the message is spread right through the club. Fortune cookies with a lucky number in them were also handed out. Those who log onto the website www.forfriends.org with this lucky number were automatically entered into a prize draw. A young photographer accompanied each event team to take professional photos of groups of friends, which could be downloaded for free the next morning from the website. • FACTS Number of Event Team Deployments A total of 40 events were attended by the campaign team in 13 large discos (number of visitors from 400 to 2,500) and at events (number of visitors from 200 to 2,000), smaller discos, concerts and clubs. Above this further five locations distributed and published the materials themselves. Average number of discussions and contacts with target group members Each event team spoke directly to an average of 300 to 400 partygoers at an event, each of whom received information about the content of the campaign directly. These contacts lasted between 30 seconds and 5 minutes. On top of this, an average of a further 300 people received give-aways (without speaking to a member of the team) per event. In total, therefore, approx. 12,000 partygoers were spoken to directly by an event team member and informed about the aims of the campaign. www.forfriends.org: website statistics As of 1 March 2007 Month: reqs: %reqs: pages: %pages: Gbytes: %bytes: --------: ------: ------: -----: ------: ------: ------: Jun 2006: 109852: 10.98%: 4636: 11.57%: 1.67: 7.80%: Jul 2006: 83158: 8.31%: 3422: 8.54%: 1.62: 7.57%: Aug 2006: 87700: 8.76%: 3668: 9.16%: 2.32: 10.84%: Sep 2006: 107996: 10.79%: 4492: 11.21%: 2.54: 11.85%: Oct 2006: 169810: 16.97%: 6681: 16.68%: 3.24: 15.12%: Nov 2006: 94395: 9.43%: 3955: 9.87%: 2.31: 10.78%: Dec 2006: 173762: 17.37%: 8072: 20.15%: 4.77: 22.26%: Jan 2007: 49088: 4.91%: 1796: 4.48%: 0.99: 4.63%: Feb 2007: 124873: 12.48%: 3338: 8.33%: 1.96: 9.15%: Mar 2007: 8: : 3: 0.01%: 0.00: : Busiest month: December 2006 (8,072 requests for pages). (Figures in parentheses refer to the 7-day period ending 01-Mar-2007 06:28). Successful requests: 1,000,642 (64,251)

Most contacts were made in October and December. This fact is probably linked to the number of events visited and the high profile of the campaign. At the end of September and in October, there were 7 large events in all. In December, there were three events with the team, including the end-of-year event with the prize draw, which was publicised hourly on the day of the event throughout Austria on Radio Krone Hit. If we look at the website statistics

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broken down into weeks, it is noticeable that there was increased activity on the website after campaigns at one-off large events (e.g. Eggersdorf Party in the Castle, Guntramsdorf Beach Party, Generation X in Zisterdorf). Most hits took place on Sundays and Mondays. We suspect that the publicity at the events had an influence on this activity, e.g. numerous mentions of the “Friends” website by the event promoters, DJs and frequent showings of the animated video. Prize draw Drawing of the main prize (a trip for four persons to Greece) and the runners-up prizes (20 iPods) took place on 11 December 2006 using a random generator in the FGM offices. The draw was carefully logged and the winners were informed by e-mail. Overall 1,359 people took part in the prize draw. The main prize was handed over in February 2007 at FGM’s premises. A further 5 iPods and 30 Friends bags containing give-aways were given out at an end-of-campaign event in 2006 in the large Millennium club in Krems. Facts Overview

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Federal State

Estimated target group

Additional hand-out of materials

Discos Additional events

Event team deployments

Face-to-face contacts

Give-aways received

Lower Austria 20,400 6 3 20 6,994 6,000

Styria 14,600 5 Events 7 6 20 5,006 6,000

Total 35,000 5 Events 13 9 40 12,000* 12,000**

*Average of face-to-face contacts per event: 300 **Assumption: Give-aways handed out without speaking to a team member per event: 300 The size of the target group (discogoers and people who attended the events planned by us) was estimated on the basis of the visitor numbers given to us by the hosts. As in Lower Austria there were several events in large clubs (Millennium, Tanzpalast Baden) the estimated target group is higher. 20 events were held in each of the federal states (discos and additional events). Moreover, materials were distributed at a further five events (without our event team being present). The total of 12,000 face-to-face contacts were distributed proportionately over the two federal states. It is estimated that a further 300 give-aways per event took place without direct face-to-face contact. Materials distributed: Item Quantity Fortune cookies 50,000 Flip-top matchbooks 50,000 T-shirts 3,000 Posters 845 Wristbands 1,500 Key fobs 1,500 Lanyard keychains 1,500 Friends bags 150

Additional distribution of the materials in the discotheques by staff: Beside the distribution activities of the event-team flip-top matches were also given out by event location staff, mostly at the bar. Fortune cookies were given out at the entrance or by serving staff, the t-shirts were given away as prizes (mainly by the disc jockey) and were distributed amongst designated drivers; members of staff wear the t-shirts on a regular basis. The t-shirts were also regularly reordered by the clubs for their staff to wear at work. The Millennium club promoted the campaign in its newsletters and on the Internet. The video clip ran before the events took place. The large event organiser, WM Sounds, also advertised the campaign on the Internet. In addition, the campaign was also promoted by the clubs on the Internet.

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Campaign results • PREPARATION OF THE EVALUATION Target group surveys regarding elements of the campaign (slogans and logo) After the logo and slogans for the campaign had been developed (“0.0 for friends” and “With me at the wheel, we’ll get the party on the road”) a brief survey was conducted with a test group of 30 subjects in order to assess the effectiveness and clarity of the campaign elements. The slogan “With me at the wheel, we’ll get the party on the road” was mainly met by grins or laughs by those surveyed and was associated with a good atmosphere, parties, young people, celebrating and going out. The “0.0 for friends” slogan on its own tended to lead to confusion. For 35% of those surveyed nothing came spontaneously to mind when they saw the slogan, 30% thought that it meant that friends could not have any alcohol, 15% that no alcohol should be drunk at all, and 10% thought that they should not drink anything at all. A further 10% thought it meant that one person should remain sober if he or she was driving friends home. If the survey participants were shown the logo after looking at the two slogans, then for most of them the penny dropped and the link between the two slogans was established. 85% of those asked associated the following with the slogan and logos: that it is ok to party with friends, but that they should not drink if driving.

95% of those asked liked the “With me at the wheel, we’ll get the party on the

road” slogan.

85% wanted to know more based on the logo/slogan.

The overall idea was felt to be good by all of those surveyed.

Quantitative Methods: Target group surveys in the clubs (pre- and post-campaign)

Development of the pre-campaign testing questionnaire A questionnaire was developed for use in the clubs for pre-campaign testing, using the “Specifications & guidelines for the evaluation of designated driver campaigns”, and two interviewers carried out visitor surveys in the club’s entrance area to test the questionnaire. Some changes had to be made after the questionnaire was tested. These changes relate to specific Austrian linguistic nuances (a translation issue related to “designated driver”) and to questions that were not desirable for the disco operators for legal reasons (Styrian Youth Protection Act), in particular in relation to the consumption of alcohol. As the surveys in the entrance area were carried out in the form of face-to-face interviews, after pre-testing of the interviews some questions were removed due to the fact that the interviews were taking too long. The main goal of these surveys was to find out how groups of friends organised going out. Who drives? Are there particular rules? When is the decision made as to who will drive? This is why the Austrian evaluation differs in some areas from the evaluation carried out by the other partners. After testing the pre-campaign questionnaire, surveys were carried out in all the clubs. The number of respondents targeted in the proposal was reduced from 2,000 over 2 years to 1,200, as the duration of the project was curtailed in the course of negotiations with the EU.

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Method: standardised surveys; face-to-face; 607 interviews in discotheques Target group: discotheque and event guests; random – selection Interviewers: students with experience in conducting interviews, of a similar age and appearance to the target group Start: April 2006

Development of the post-campaign testing questionnaire After the first results of pre-campaign testing were received, work started on developing the post-campaign testing questionnaire, again using the “Specifications & Guidelines for the evaluation of designated driver campaigns”. On the basis of the results of pre-testing and discussion groups with club operators and event teams, it became clear that the majority of young people already organise themselves well when they go out. For this reason it was decided to concentrate even more on the image of the designated driver and to reinforce this positively within the campaign. In post-campaign testing, most emphasis was placed on the level of recognition and effect of the campaign. Method: standardised surveys; face-to-face; 627 interviews in discotheques Target group: discotheque and event guests; random – selection Interviewers: students with experience in conducting interviews, of a similar age and appearance to the target group Start: December 2006 Qualitative methods (ongoing during the campaign) Qualitative interviews and field research/observation: In order to get a greater insight into the attitude of young people with regard to drinking and driving when going out, qualitative interviews were carried out with the participants throughout the campaign (club operators, event teams, discogoers) and observations were made within and outside of clubs that were recorded in the form of “field notes”. In addition, after every event, questions were asked about how the materials (posters, jingle, video animation and t-shirts) were used in the individual clubs, how committed the club operators were, roughly how many fortune cookies were handed out, what the reaction of the disco goers was and if there had been any other noteworthy comments or reactions. Discussion group with peer agents (event teams): Overall, three discussion rounds were held with the event teams in order to improve the achievement of the objectives of the campaign using the experiences reported by those who were directly involved in implementing it.

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RESULTS There were approximately 35,000 partygoers and discogoers at the 40 events where event teams were in attendance. Overall, approximately 12,000 partygoers were spoken to directly by event team members and told about the campaign. An average of a further 300 people are estimated to have received give-aways (without speaking to a member of the team) at each event. The goal of the campaign - reaching about 20% of the defined target group by means of face-to-face contacts and having two-thirds of the defined target group notice the campaign - was achieved.

In addition, it is estimated that many more discogoers were reached by the publicity on the radio before the last event in 2006 when the prize draw took place. Quantitative Results: Target group surveys in the clubs (pre-campaign and post-campaign) Overall, 1,234 partygoers (pre=607; post=627) were surveyed for the campaign in face-to-face interviews both within and outside of clubs. The survey respondents were selected at random. The pre-testing in the clubs showed that the disco goers were generally very well organised.

Results Pre-Test

Basis ORGANISATION, IMAGE Before going out, we decide who will drive. 85% Members of our group take it in turns to drive. 56%

Drivers, arriving with car – pre-test (n=215)

Drivers volunteer to drive. 93%

Conclusion: The discogoers are well organised regarding the ride to the disco. All – pre/post test (n=1234)

Drinking and driving is dangerous.

94%

The designated driver has a positive image (nice person, responsible, sensible, etc.). 80%

Pre test (n=607)

Open question: “Do you have rules about driving home?” The driver must be sober 26%

In response to the open question about whether or not there were rules for driving home, 26% said that the driver must be sober. 57% had no special rules. The rest said that the driver should only drink a little (2%) or gave no decisive answer with regard to drinking and driving (15%). 85% of those asked said that before going out they would decide how to get home.

Although it is recognised that drinking and driving is dangerous (94%) and the

sober driver has a positive image (80%), only 26% spontaneously said (in response to the open question) that the driver should be sober.

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Results Post-Test Awareness Basis CAMPAIGN

The idea of the campaign is a good one

81%

The campaign will reduce the drink and drive problem** 24%

Post-test (n=627)

Campaign recognition 37%

Because of the evaluation method (random sample in discotheques) the campaign recognition of 37% can be considered as high. 71% of respondents who recognised the campaign knew that it was about drinking and driving. 81% of those surveyed thought that the idea of the campaign was good; however, only 24% said that they thought it would reduce the drinking and driving problem. Media impact Basis RECOGNITION OF THE

MATERIALS Multiple answers possible

IMPACT OF THE MATERIALS “How did you hear about the campaign?” 63% don’t know the campaign

Posters 28% 15% Fortune cookies 28% 6% Flip-top matchbooks 20% 3% T-shirts 14% 1% Event teams 9% 4% Wristbands 8% Website 8% 1% Key fobs 5% Jingle 1% Logo 20% Friends 1%

Post-test (n=627)

General information materials 6% The posters and the fortune cookies were best known, just ahead of the flip-top matchbooks and the t-shirts. If the recognition of the campaign is mixed with the recognition of the materials, the overall level of recognition increases from 37% to 43%. 43% of those surveyed recognised at least one product again.

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42% of partygoers who were aware of the campaign found out about it from the posters. The fortune cookies (15%) and the event team (11%) also contributed greatly to its recognisability. Behaviour Basis FRIENDS

Has been a “friend” before

76% Holder of a driving license – post-test (n=388) The decision was taken in advance that he/she

would drive 83%

Has been driven home by a “friend” before 62% No driving licence – post-test (n=239)

The decision was taken in advance as to who would drive

78%

76% of the drivers surveyed and 62% of the passengers surveyed said that they had been a “designated driver” before. The question about awareness of the drink-driving limit for drivers in Austria was interesting. 85% of license holders knew what the drink drive limit is. 46% of them knew roughly how many alcoholic drinks equate to a blood alcohol level of 0.05. 32% guessed less, only 8% guessed more, the rest did not know. When the question about the amount of alcohol that can be drunk without the driver’s behaviour being altered was asked, again the results showed that people’s self-assessment and their assessment of others differ. People tend to think that they can drink more alcohol – only a little more, but they think it nevertheless – and still drive more safely than other people can. (Self-assessment average value = 1.89; assessment of others average value = 1.96 where 1 = no alcohol, 5 = a great deal of alcohol). Highlights

44 people (7% of all those surveyed, 21% of those who recognised the campaign) were persuaded by the campaign to drink no alcohol when they are driving

49 people (8% of all those surveyed, 24% of those who recognised the

campaign) were convinced that they should ask the driver to drink no alcohol if he/she was going to drive

The people who stated that that they had not been convinced not to drink any alcohol by the campaign said that in any case they had never drunk and driven.

48 people (8% of all those surveyed, 27% of those who were familiar with the campaign) had discussed it with their friends. (Multiplier effect!)

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Qualitative Results Approximately 300 to 400 young people were spoken to directly by the event team on each campaign occasion. The use of the photographer made the partygoers more aware of the event team, which also led to greater awareness of the campaign. The materials were very well received, especially the t-shirts and the wristbands. The t-shirts were also popular with the club operators, and their staff were kitted out with them. Some clubs even ordered extra t-shirts themselves. Many of the disco goers asked if the t-shirts were available to buy. The fortune cookies also were highly popular, although, in this connection, it was important to mention the lucky number for the prize draw. One club operator told us that some people were so keen to get hold of the sayings and lucky numbers that the cookies and packaging were left lying around. With only a few exceptions, the work of the event teams was viewed as being both positive and interesting. Some club goers even told stories about accidents in which their friends had been involved or even died. This shows that the selection and use of peer agents (event teams) was successful. The partygoers trust them and they are considered to be believable when passing on their message. The young people let them explain the aims of the campaign and were interested, and the event team had no bad experiences speaking to the target group.

In general, the management of the clubs made a big effort to promote the campaign. Posters were stuck up before the events, t-shirts given to the staff to wear and the video animation was programmed into the night’s events.

The event teams noted that the comic in the flip-top matchbooks drew a lot of people’s attention and that the partygoers showed a key interest in the subject.

Difficulties The sustained use of media support for the campaign (jingle & comic) must be reinforced by ongoing support by the project team, as some clubs are overwhelmed with materials and adverts.

The club operators needed to be reminded frequently to play the jingle. If the video animation was programmed once, it was played regularly, so no reminders were necessary.

Conclusion It is clear that the target group was reached by the campaign. Due to the use of a target group-friendly event team and materials, it was possible to communicate the content of the campaign to partygoers even with loud music in the background. The face to face contacts as a meaning of a peer-education approach showed high trust of the target group towards the event-teams .This is remarkable within the results of the qualitative outcomes of the evaluation. All members of the event teams referred situations where young disco goers told them stories about specific risky situations or accidents happened with an alcohol background within their friends group. For future projects planning this “incomes” should be better used as information source.

1,000,000 requests and 1,359 participants in the prize draw also demonstrate the high profile of the website.

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It was possible to communicate the content of the campaign to partygoers even with loud music in the background.

Related results Police Statistical Data

In 2005, the total number of alcohol-related accidents in Austria was 2,746, which resulted in 3,825 injuries and 57 deaths. The number of accidents and people injured in the past ten years has remained relatively constant, although the number of deaths has decreased since 2002. In the two federal states selected for the implementation of the project, the statistics for 2005 were as follows: Styria: 466 accidents, resulting in 654 people injured and 7 dead Lower Austria: 519 accidents, resulting in 725 people injured and 16 dead Starting this year, alcohol breath test devices have been used on a larger scale during police checks and have also, in agreement with the responsible police authorities, been utilised for checks within the framework of the project. An analysis of the results has not yet been made available to the project team. Cooperation with the Police

In Styria: During 21 drink-drive monitoring campaigns that took place in the area around the seven Styrian clubs between 1.00 and 3.00 am, a total of 1,142 drivers were breath-tested in the months of June, August and October 2006. 1,002 of the tests resulted in a 0.0 blood alcohol content. 112 drivers provided a sample that contained alcohol; however, none of these had a blood alcohol level over the legal limit. In 20 cases, charges were filed relating to the contravention of driver licensing laws, and 8 drivers were prosecuted under road traffic regulations (STVO) for having a blood alcohol limit above 0.8 parts per thousand. In the course of the campaign in Styria, between June and October, there was a reduction in cases where proceedings were issued under road traffic regulations (STVO) and the driver licensing laws (FSG) from 3.45% to 2.60%, which nevertheless cannot be directly linked to the influence of the campaign. In Lower Austria: In Lower Austria, checks were carried out from the start of the year in the areas immediately surrounding the six clubs. A total of 1,385 drivers were stopped and breath-tested. 58

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charges were filed under driver licensing laws and 64 in relation to the road traffic regulations. In Lower Austria, too, there was a slight fall in proceedings being issued in October, which, however, also cannot be linked directly to the influence of the campaign. From our point of view, the results of the checks correspond with the successes detailed so far in the report. At this point, the high degree of cooperation and motivation on the part of the state police commands in Lower Austria and Styria in supporting the campaign should be emphasised. However, it should not be forgotten that people will naturally be made aware of a 2-hour check in the vicinity of a club immediately, and that many road users will therefore certainly have avoided the control points. Visibility

March 2006, Federal Ministry Regional Administrative Authority of Weiz, 23 March 2006 Conference of local authority heads, Lower Austria, 24 April 2006 FGM Open Day, 29 September 2006 Austrian Road Safety Board (KfV) conference, January 2007 Presentation, 26 March 2007: Austrian Traffic Education Instructors, Linz Chamber of

Commerce Conclusion To date, all cooperation partners are very satisfied with the progress of the project and the implementation of the campaign. We have been able to achieve a high level of acceptance among club operators, materials have been handed out on a regular basis, and the jingle has been used in each large disco on several occasions during an evening. The cartoon has also been run several times on each evening. The feedback from the event teams has been very positive. Feedback meetings are held at regular intervals at FGM in order to assure the quality of the operations. Since most people are already well organised, the graduated driving license helps in part to reinforce not drinking and driving, the image of the designated driver is a good one, and for the majority of partygoers it is perfectly obvious and logical not to drink when they are driving, the question remains as to how to reach those who persist in not understanding the message (e.g. the 27% of respondents who think that it isn’t cool to have a designated driver). Just less than 7% of traffic accidents resulting in bodily injury still involve alcohol. This is a figure that demands continued efforts from the authorities as well as awareness raising amongst all road users. In spite of this, the very positive overall results of the police’s drink-drive monitoring campaign show that the predominantly young discogoers are generally responsible and exemplary in their behaviour when it comes to drinking and driving. 4

The campaign had a measurable effect on the general public, which was most profound among the group of people who were directly targeted by it.

4 according to the Styrian police command, December 2006

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2.2 BELGIUM Introduction The BIVV/IBSR and the Arnoldus group of the association of Belgian Brewers have been organising Bob campaigns since December 1995. Building on the results of the post-test of the 2004 campaign, Bob, the sympathetic person who doesn’t drink when he has to drive, was again present for the 10th year running in December 2005. Bob, who has become very popular with the Belgians, is an illustration of a successful “designated driver” campaign. The concept became so popular, other European countries have started to implement similar campaigns. Since 2001, the European Commission supports these campaigns with a financial contribution. In this regard, the 2005 Bob campaign was co-financed for the fifth time in a row. This year is special because Bob celebrates his tenth birthday. Whereas the Bob character has somewhat evolved in ten years’ time, his fame and efficiency have not slacked down, on the contrary. The purpose of the campaign remains unchanged: point out that drinking and driving do not go together and urge partygoers to choose a Bob first. Additional information on the past Bob campaigns and related drink-drive initiatives in Belgium can be found on the IBSR - BIVV website; www.ibsr.be (in French) and www.bivv.be (in Dutch). Running period The campaign ran from 1 December 2005 to 15 January 2006. Parties involved The Belgian Road Safety Institute and the Arnoldus Group of the association of Belgian Brewers took the initiative for this campaign. For the fifth year running, the campaign received co-financing from the Directorate General for Energy and Transport of the European Commission. It also received substantial sponsoring from Assuralia, the federation of Belgian insurers. In light of the so called “integrated approach”, the police forces were asked to increase the number of alcohol checks and to organise random breath testing to increase the objective and subjective risk of being caught. Objectives As in previous years, the campaign not only aimed to increase social disapproval of people who drink and drive, but also to incite people to designate a driver before going to a party. The basic values of the Bob concept (a designated non-drinking driver who is responsible for driving the rest of the party home safely) remained unchanged. The slogan of this edition was “Kies een Bob en ’t is feest / Pas de fête sans Bob”5.

5 This slogan can be translated as: “To start the party, choose a Bob”.

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Apart from these general objectives, the 2004-2005 campaign had a specific objective, just as in the years before; i.e. especially reaching the male population over 55 and from 35 to 55 year old. Post-test and police check figures continued to show that this group has become more problematic then young people in terms of drink-driving. Target audience & approach Bob has evolved since his launch in 1995. He has developed from a real person into a concept, with the party element and an emphasis on good behaviour as constants. A 4-year communication strategy was developed in 2003. The partners developing this strategy returned to the origins of the concept and decided to focus on the essence of Bob, or designated non-drinking driver, while attempting not to devaluate the Bob concept. The approach that was selected for the 2005-2006 campaign emphasises the party element of Bob, and attempts to stress the importance of choosing a Bob before going out. This message was symbolically represented by a road of which the light posts had turned into disco lights. Bob is an essential person who can be counted on. He parties but stays sober. Campaign elements

- Billboards On the poster, we see a road where the streetlights have been replaced by the kind of stroboscopes you find in dancehalls. In a certain sense, we are talking about a visual representation of the slogan “Kies een Bob en ’t is feest”. To put it short: Bob sees to it that the others can party without having to worry about how to get back. In addition to the posters displayed along roads and motorways, 20,000 smaller posters were sent out via the address file of the Belgian Road Safety Institute.

- Brussels’ declination

As there are no billboards along the roadsides in the capital, a Brussels “conjugation” of the billboard posters was developed for the second time in a row. This was done in collaboration with the Brussels Minister for Transport, the Governor of the Brussels Region and the public transports company STIB/MIVB. This special “conjugation”, was visible at the rear and on the flanks of the Brussels trams and busses.

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- Television

The setting of the television spot is a stylish party. Four persons sneak out of the party at its peak. They get in a car. The car crosses the lanes of a major city and enters a tunnel. Finally, as the car appears again, we immediately understand that Bob is behind the steering wheel and that it is thanks to him that they came out of it safely. The spot ran on VRT (TV1), VTM, RTBF (La Une and La Deux), RTL/TVi and BRF.

- Television programmes The campaign received ample attention in the television programmes dedicated to road safety and produced in collaboration with the BIVV-IBSR: Kijk Uit (VRT), Veilig Thuis (VTM), Contacts (RTBF) and Ça Roule (RTL/TVi).

- Bob folder This folder describes the alcohol test procedure and mentions the sanctions for drivers who get caught for drink driving.

- Internet The Bob website www.bob.be, contains all kinds of information on the campaign and on drink-driving. The site also features a game and offers a facility for sending friends an electronic Bob postcard. Visitors can subscribe to the “Bob News” newsletter or book the Bob van. Publicans and restaurateurs can use the site to order a Bob information pack.

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- Via Secura Via Secura, the magazine of the Belgian Road Safety Institute, intended for road safety specialists such as policemen, devoted a special article to the campaign.

- Bars and restaurants The information pack for bars and restaurants contained, other then the traditional material such as coasters and door stickers, some novelties, including a Bob dice that one can throw to elect a Bob. The information pack could be ordered through the Internet (Bob website) or via a dedicated phone number.

- Bob bus The Bob bus offers the possibility to experience what it feels like to drive under the influence of alcohol by means of a driving simulator. It also offers free breath tests to partygoers. People who test negative receive a Bob key ring. The Bob bus is present throughout the year on all kinds of parties, student nights, music festivals etc.

- Public transports As every year, special services of the public transport companies De Lijn, MIVB and TEC enabled revellers to party safely throughout the whole New Years’ eve and night.

- Enforcement (alcohol testing) The police was asked to step up alcohol testing during the campaign so that the objective and subjective risk of being caught would increase.

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- Key rings The yellow Bob key rings have become a “classic“ of the year end campaign. The police distribute the key rings to sober drivers during alcohol tests. The fact that they ordered more key rings this year is an indication for the increased number of alcohol checks the police forces have carried out during the running period of the campaign. Campaign evaluation INRA Belgium evaluated the campaign by means of face-to-face surveys of a sample of 975 persons who are representative for the Belgian population of 15 years and older. KNOWLEDGE ABOUT BOB In all social categories, the knowledge about Bob largely exceeds 90%. Only in Brussels, he is less known.

Gender Age KNOWLEDGE base = all % Total male female -35 35-54 55+ spontaneous 91 92 90 91 94 87 aided 5 4 5 6 2 6

Total 96 96 95 97 96 93

Gender Age KNOWLEDGE base = drivers % Total male female -35 35-54 55+ spontaneous 97 96 98 97 96 97 aided 2 2 1 1 2 2

Total 99 98 99 98 98 99

Social category Region Place of residence

KNOWLEDGE base = all % Total higher

cl. lower

cl. Fl. Br. Wall. urban countryside

spontaneous 91 95 87 94 61 94 86 96 aided 5 3 7 3 12 5 6 3

Total 96 98 94 97 73 99 92 99


KNOWLEDGE base = drivers % Total higher

cl. lower


spontaneous 97 97 96 98 85 96 94 98 aided 2 1 3 1 8 2 3 1

Total 99 98 99 99 93 98 97 99 BEING BOB 1 out of 2 drivers have already been elected Bob and this proportion is even higher among women, persons younger than 35 and persons from higher social classes. Two thirds of the Bobs were elected before the begin of the party. Not only during the year-end period, a Bob has to be elected, well on the contrary. About 9 out of 10 drivers were Bob throughout the whole year, with a slight peak for middle-aged persons, men and people living in the city.

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Bob has already brought home one third of the Belgian population, this proportion is the highest among men, persons younger than 35, persons from higher social classes and people from Flanders.

Gender Age base = drivers % Total

male female -35 35-54 55+ elected Bob before party began 36 27 47 52 40 21

elected Bob during party 8 8 7 13 8 4

elected Bob at the end of the party 8 7 9 12 9 5

no 54 62 44 35 49 74

Social

category Region Place of residence

base = drivers % Total higher

cl. lower


elected Bob before party began 36 43 28 43 5 28 36 37

elected Bob during party 8 9 6 10 2 4 10 6

elected Bob at the end of the party 8 9 7 9 1 8 8 8

no 54 47 63 47 92 62 53 55

Gender Age

base = drivers % Total male female -35 35-54 55+

have once been Bob 35 28 43 46 38 23

Social


base = drivers % Total higher

cl. lower


have once been Bob 35 42 25 40 15 27 37 33

Gender Age

base = drivers % Total male female -35 35-54 55+

have been Bob especially during the campaign

9 8 10 14 4 10

have been Bob throughout the year 88 91 85 83 92 87

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Social category Region Place of

residence base = drivers % Total higher

cl. lower


have been Bob especially during the campaign

9 5 16 10 13 6 6 12

have been Bob throughout the year 88 93 78 87 87 90 92 84

Gender Age

base = all % Total male female -35 35-54 55+

have once been brought back by Bob 34 39 29 45 37 20

Social


base = all % Total higher

cl. lower


have once been brought back by Bob 34 42 26 44 4 24 31 36

MEDIA IMPACT The campaign remembrance is high, especially among the drivers and particularly among people living at the countryside. Television is by far the most successful media channel with a score of more than 70%. With only halve of the votes, the poster was less successful, with radio at a great distance, closely followed by the written press. Only 4 out of 10 Belgians are able to remember the poster (spontaneously or with help), this proportion is lower than 50% in each social category. However, the appreciation is higher and two characteristics obtain a score of more than 80%: readability and usefulness. Especially persons younger than 35 and people from Flanders liked the poster. 4 out of 10 Belgians have seen the TV-spot. One third of them, especially men, was able to give an exact description. The appreciation of the TV-spot was remarkably higher than the appreciation of the poster. Only three characteristics obtained halve of the votes: useful, appropriate and informative. The appreciation was the lowest among persons of 55 years and older.

Gender Age CAMPAIGN REMEMBRANCE base = all %

Total male female -35 35-54 55+

yes (base = all) 66 69 63 63 68 67

yes (base = drivers) 74 75 73 75 72 76

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residence CAMPAIGN REMEMBRANCE base = all %

Total higher cl.

lower cl. Fl. Br. Wall. urban countr

yside

yes (base = all) 66 67 64 71 24 69 57 75

yes (base = drivers) 74 73 75 77 44 74 67 80

Gender Age MEDIA CHANNELS

base = remembrance camp. %


television 71 71 71 74 67 72 poster 54 57 52 58 58 48 radio 24 23 25 28 26 18 written press 20 25 15 19 20 22 from hearsay 14 16 11 19 12 10 folder 9 10 9 10 9 8 horeca 9 11 7 13 9 6 Bob-bus 3 3 4 5 3 3 internet 2 2 2 5 1 1 buses/trams in Brussels

2 2 1 4 1 0

Social


MEDIA CHANNELS base = camp. remembrance

Total higher cl.


yside television 71 71 71 69 85 73 75 68 poster 54 60 49 56 68 49 51 58 radio 24 30 18 18 49 32 30 19 written press 20 25 16 21 40 16 22 19 from hearsay 14 17 10 18 23 4 15 13 folder 9 10 8 12 32 2 8 10 horeca 9 12 6 10 29 6 7 11 Bob-bus 3 3 4 2 34 2 5 2 internet 2 2 2 1 32 1 4 0 buses/trams in Brussels 2 2 2 1 35 0 4 0

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BILLBOARDS

Gender Age REMEMBRANCE POSTER base = all %


spontaneous 22 27 17 24 26 15 aided 20 21 20 22 17 21

Total 42 48 37 46 43 36


REMEMBRANCE POSTER base = all %

Total higher cl.


yside spontaneous 22 22 21 24 13 19 17 27 aided 20 23 17 20 13 23 20 20

Total 42 45 38 44 26 42 37 47

Gender Age CHARACTERISTICS base = all % Total male female -35 35-54 55+

readable 83 84 82 88 80 81 useful 81 81 80 82 80 80 friendly 77 79 75 79 77 74 noticeable 75 77 73 77 73 75 appropriate 74 77 72 80 75 69 clear 74 76 73 79 73 70 good 74 75 72 78 72 71 beautiful 74 74 74 75 73 75 inciting 62 63 62 63 61 62

average 75 76 74 78 74 73


residence CHARACTERISTICS base = all % Total higher

cl. lower


readable 83 84 81 87 67 80 82 83 useful 81 82 80 83 76 77 81 80 friendly 77 78 75 76 68 81 78 75 noticeable 75 77 73 82 62 65 75 74 appropriate 74 78 71 78 73 69 74 74 clear 74 74 75 76 67 74 75 74 good 74 75 72 77 67 70 76 71 beautiful 74 76 73 72 71 79 77 71 inciting 62 62 62 67 56 55 61 64

average 75 76 74 78 67 72 75 74

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TELEVISION

Gender Age base = all % Total male female -35 35-54 55+ have seen the spot on TV 43 49 36 44 40 44

+ exact description 16 20 11 17 18 11


residence base = all % Total higher

cl. lower


have seen the spot on TV 43 42 44 44 21 47 39 47

+ exact description 16 15 16 15 11 17 13 18

Gender Age CHARACTERISTICS base = all % Total male female -35 35-54 55+

useful 53 55 51 53 56 48 efficient 52 55 49 54 54 47 informative 50 53 48 53 51 47 clear 48 51 45 50 51 43 friendly 47 49 44 47 49 43 sticks in mind 46 49 42 46 50 40 original 46 49 44 49 50 40 efficient 45 48 42 44 51 40 inciting 44 47 41 45 47 40

average 48 51 45 49 51 43


residence CHARACTERISTICS base = all % Total higher

cl. lower


useful 53 53 52 53 54 52 51 54 efficient 52 52 51 51 55 51 51 53 informative 50 50 51 51 52 48 51 50 clear 48 48 48 47 51 49 48 48 friendly 47 46 47 46 46 48 47 46 sticks in mind 46 45 46 48 45 42 45 46 original 46 46 46 44 52 48 48 44 efficient 45 46 44 46 50 43 47 43 inciting 44 44 44 44 48 42 46 42

average 48 48 48 48 50 47 48 47 BEHAVIOUR Most drivers and especially passengers could be convinced not to drink and drive. Moreover, passengers could be convinced not to incite the driver to drink and drive at the same time. For drivers, there is no specific criterion, whereas among passengers, there are remarkable differences according to gender and residence. More women than men and more persons

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from the city than people from the countryside could be convinced by the campaign message.

Gender Age CONVINCING CAMPAIGN base = remembrance camp. %


as driver 63 63 62 63 65 60 as passenger 80 75 86 81 82 78


residence CONVINCING CAMPAIGN base = remembrance camp. %

Total higher cl.


yside as driver 63 63 63 58 97 69 65 62 as passenger 80 83 78 78 100 82 85 77 Conclusion Ten years after his birth, Bob has become an indispensable person. All drivers and almost all Belgians know him. The objectives have been reached and the communication strategy that has been applied during all campaigns turned out to be successful. This is confirmed by the results of our most recent campaign. Bob is present throughout the whole year and he is elected before the party starts. Particularly women, persons from higher social categories and young persons have already been Bob. Meanwhile, Bob has gotten older, but nevertheless, persons of 55 y.o. and older, are less often Bob, and they are less often driven home by Bob. The campaign is very convincing, especially among passengers who have to dissuade the driver from drink driving. The campaign was especially remembered through the posters along the motorways and through television. Both for the poster as for the TV-spot, the usefulness is the most mentioned characteristic. Punctual actions throughout the whole year can only but maintain and even increase Bob’s presence on the field.

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2.3 CZECH REPUBLIC Introduction DOMLUVME SE! (LET'S AGREE!) is the 2006 Czech Designated Driver campaign with roots originating in 2003. The campaign is the result of long-term co-operation between the Czech Road Security institution BESIP, which is a department at the Ministry of Transport of the Czech Republic, FÓRUM PSR, which is an association of responsible spirits producers and IZP, the Responsible Brewers Initiative. In 2003 these three partners realised the campaign „If you drink, don't open your car!“, which was aimed against drinking and driving and consisted of a TV-advertising with the title „Only a total idiot goes to a pub by car!“ and billboards throughout the country.

„If you drink, don't open your car!“ Billboard, 2003-2004 „Only a total idiot goes to a pub by car!“, TV-ad, 2003-2004

The 2003 campaign continued in January 2004 and was repeated in autumn 2004. The same visuals were used on billboards as well as posters in pubs. The co-operation continued in 2005, an additional partner – CDV (Center for traffic research) has joined the team and was in charge of applying for EC-funding for the planned „Euro-Bob“ campaign „Domluvený“ („The Agreed One“). The „Domluvený“ campaign in 2005 was focussed primarily on young people, young drivers and promoted the concept of the Designated Driver on a number of huge music festivals during the summer. On such a festival a tent for about thousand people was set up with a so-called „Clean Stage“, on which famous artists were performing. The thent and its outside was equipped with street signs. Above the stage a number of flat screens were showing topical animations promoting the Designated Driver concept as well as responsibility on the streets.

Pictures from the „Domluvený“ („The Agreed One“) campaign in 2005

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In the tent there were boxes, in which the visitors could talk to experts on road safety, on the effects of alcohol behind the wheel, they could test a driving and a crash simulator and learn instructions on first aid. And of course there also were available leaflets and stickers promoting the Designated Driver concept. The three festivals attended some 44.500 visitors of which most of them also visited the „Domluvený“ tent. According to serious estimations the campaign in 2005 was noticed by at least 60-70% of the visitors. Part of the 2005 campaign was also an SMS service, so-called Promille SMS, which gave everybody the chance to find out his current BAL and the approximate time of being without any alcohol. The Promille SMS service was realised together with Czech experts on the base of a similar project realised by Prevnet in Finnland; www.promilesms.cz. The 2006 „DOMLUVME SE!“ campaign is a evolutionary step forward based on the three years of previous experience. It combined Events with TV and below the line promotion on the ground, in large pubs and discothéques (see below). The Czech road safety record regarding driving under the influence of alcohol concerns, since 2004 there is a positive trend to be noticed. According to official statistics provided by the Police of the Czech Republic, the number of accidents caused under the influence of alcohol as well as the number of people killed in such accidents are decreasing (See table).

The police expects also a decrease in these numbers for 2006. Running period of the campaign Clean Stage: three music festivals:

• 12.-13.08.2006: Love Planet Praha - Výstaviště Praha (Pet Shop Boys, ...) • 19.08.2006: Summer of Love - Pardubice (Kraftwerk, ...) • 23.09.2006: Official Video-Clip Launch - Prague

Small Events: October 6th – 28th

23 events Dávej bacha! (Take care!) song and video-clip: Shooting: August Official Launch: September 23rd still ongoing Music DVD: December POS-materials: Production: July Used on Clean Stage and small events Promille SMS service: Throughout the year BESIPMAN comix: Throughout the year Media: PR-articles in various print media, on radio and the

internet accompanied the DOMLUVME SE! campaign to enhance its impact from September until end of the year.

Parties involved

• FÓRUM PSR, Sněmovní 9, CZ – 11800 Praha 1, Czech Republic Contact person: David Binar, executive director

Accidents caused under the influence of alcohol2000 2001 2002 2003 2004 2005

Number of accidents 8888 8297 8566 9067 8445 8192Number of killed people 109 101 136 111 59 59

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FÓRUM PSR is coordinating the campaign and one of the sponsors. • BESIP - Czech Ministry of Transport, Nábř. L.Svobody 12, CZ - 11015 Praha 1

Main sponsor of the campaign. Responsible Brewers Initiative, Lípová 15, CZ - 12000 Praha 2 Co-sponsor of the campaign.

• Telperion, Prokopská 8, CZ - 11000 Praha 1 Creative agency in charge of the realisation of the main parts of the campaign.

• SANANIM Drug Services, Ovčí hájek 2549/64A, CZ - 15800 Praha 13 Most important organisation in the field of drug prevention, treatment and resocialisation in Czechia. Taking part in the campaign through providing expert advise on the campaign and on site.

• Centrum pro adiktologii – Psychiatrická klinika 1. lékařské fakulty Univerzity Karlovy v Praze, Katerinská 32, CZ – 12108 Praha 2 (Addictology Center at Prague’s Charles University). In charge of the evaluation of the campaign.

• Euronet.cz, Štěpánská 613/18, CZ – 11000 Praha 1 Agency in charge of the realisation of the important parts of the campaign.

Objectives The general objective of the DOMLUVME SE!-campaign is to reduce the number of road accidents caused by (especially) young drivers, who drink alcohol before driving. Therefore the target group is especially the group of drivers, who are used to use their car whenever they can, even to go to on-trade outlets such as bars, pubs, discotheques, etc. DOMLUVME SE! (LET'S AGREE!) is the concept to persuade young people to find the person among them, who agrees to be the driver for everybody on the occasion of a night out, who is presented as an optimistic, fun-loving person with sense for responsibility. The objective of the project is the positive reinforcement of persons who do not drink and drive, and therefore improving the road safety. For 2006 the main specific objective is to enhance the awareness of the designated driver concept, which has been introduced in Czechia in the summer months of 2005. The concept has been totally unknown and it seems obvious, that its introduction will take time. The main target group for this period are opinion leaders among young drivers to target specially beginners and those lacking experience. The campaign has been evaluated by the Addictology Center at Prague’s Charles University. Target audience & approach As mentioned above the main target grup are young people, young drivers. Secondary target group are all those, who go out to have fun using a car – it can be people below drinking age going out with their older friends as well as parents lending their car to their offsprings. The campaign is carried out in a positive, non-directive way, with a focus on aspects such as fun, humour, social behaviour and the element of party-time. The reason for the choice of this kind of communication is the fact, that young Czechs reject commands or orders as well as „boring“ information. To attract their attention we've chosen a communication, which uses their language, their visual style and their idols. Campaign elements CLEAN STAGE: The CLEAN STAGE is a tent designed like the box of a Formula 1 team with various departments. In front of the tent there will be a crash simulator showing the impact of a car collision at the speed of 30 km/h. The main department of the tent will serve as a music stage where the stars of the event will

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spread their responsibility message, in another department will be computers offering an entertaining but educative game simulating driving. In another sections experts explained the effects of alcohol, show how to help people in need (for example after car accidents) and they will also explain prevention programmes. All over the tent there were be visuals explaining the DOMLUVME SE concept.

Clean Stage 2006 SMALL EVENTS Part of this campaign was also promotional activity in large discothéques, which was an adapted version of the Clean Stage. A promotional team visited a chosen outlet, promoted the DOMLUVME SE! concept, gave away POS-Materials and gave the visitors the chance to analyse their breath.

On-trade Events 2006 DÁVEJ BACHA! (TAKE CARE!) Song and Video-Clip A music video-clip was shot, in which well-known musicians and celebrities participate and which serves to raise awareness of the issue of road-safety, especially with focus on alcohol. The video-clip is being be aired on Czech TV-channels in appropriate programmes designated for young people. The song, which will go along with the clip and which will emphasise the campaign’s message is being played on popular radio stations throughout the country. Videoclip can be downloaded at http://www.domluvme-se.cz/text.php?src=4 Music DVD A music DVD will contain the above mentioned videoclip and song as well as further information on the campaign. The CDs will be distributed in magazines supporting the campaign in December 2006. POS-materials POS materials have been produced to support the DOMLUVME SE! campaign at events: flyers, stickers, T-shirts, caps, shirts.

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DOMLUVME SE!: Stickers Leaflet Fashion Collection Promille SMS service The Promille SMS service is a service for those, who have drunk alcohol and want to find out their likely current blood alcohol concentration and the estimated time when the person requesting this information will be able to drive again. It is a supporting tool of the campaign.

BESIPMAN comix The new hero BESIPMAN, a modern comix, attractive for the target group, has been introduced. BESIPMAN is spreading the message of responsibility and respect on the roads. Has been published in print media supporting the DOMLUVME SE! campaign. Media PR-articles in various print media, on radio and the internet accompanied the DOMLUVME SE! campaign to enhance its impact. BESIP Driver Game - Cancelled due to lack of funds. Computer Driving Game, which was supposed simulating the driving of a car under the influence of alcohol, in and outside of a city.

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Conclusion The echo, especially from the side of the target group, was very promising. For illustration of this statement please note, that within one week more than 80.000 people downloaded our video clip DÁVEJ BACHA!/ TAKE CARE! from the internet. We know that our campaign has reached some 20.000 visitors (out of more than 30.000) of large music summer festivals, some 5.000 on smaller scale events in the field – overall during the 23 smaller events 956 breath tests have been conducted. Tens of thousands have heard the DÁVEJ BACHA! song and seen the video clip on radio and TV. Some further tens of thousands – and even more - had (and will have) the opportunity to learn about the campaign in the media. Taking into account the spent budget – 3,4 million CZK, some 115.000 EURO – the DOMLUVME SE! campaign in 2006 has to be regarded as huge success. The Czech partners have preliminarily made an agreement to continue with the campaign in 2007.

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2.4 DENMARK Introduction and background The following contains the results of the evaluation carried out during and after the designated driver campaign TEAM PLAYER / HOLDSPILLER.DK 2006. The initiative was implemented as a co-operation between GODA – Foreningen Gode Alkoholdninger and The Danish Road Safety Council. The campaign was carried out with 50 % financial support from the EU Commission. The TEAM PLAYER / HOLDSPILLER.DK 2006 ran from 27 May 2006 until 30 September 2006. 25 young people, aged under 24 were killed in alcohol related traffic accidents in 2005. 130 suffered serious injuries and 200 were mildly injured as a result of to drink-driving6. Compared to the figures from 20047 the figures shows a notable decrease in the number of young people killed because of alcohol related accidents. This decrease confirms a pattern that has been showing during the last three years, although it is yet too soon to predict what this decrease is caused by, but one fact is still very clear, drink-driving in Denmark is a gender biased problem, proven by the figures which show that nine out of ten killed were males The fact that drink-driving is gender related has been a determining factor in prior campaigns carried out by GODA and The Danish Road Safety Council. The first initiatives “Hustler with Style 1,0” and “Hustler with Style 2,0” focused solely on young males at technical schools, where you find the highest number of people, who are killed and injured due to alcohol related accidents – “red drivers”8, and where 80% of the students are males. The very narrow targeting had its pro and cons. Pros because post evaluations showed that both campaigns had profound impact on the habits of the target group, showing that more than half of them had reconsidered their behaviour in traffic. The cons were of a more logistic sort given that these schools have a curricular structure where only a relatively small number of students were able to take part in an activity day as the one which was part of “Hustler with Style 1,0” and “Hustler with Style 2,0”. The 2003 designated driver campaign Cab Drivers did not have a gender specific message, and the primary target group was moved away from ‘risk drivers’ to young drivers as a whole. This year’s campaign TEAM PLAYER / HOLDSPILLER.DK 2006 was aimed at the target group the 16 – 24 year olds, but divided into two different age segments. The first was the young drivers aged between 18 and 24, the second was the group of young people, who are too young to have a driver’s licence, but old enough to have friends who held a drivers licence. HOLDSPILLER.DK 2006 had a main target group, young drivers aged 18 to 24, apart form this the campaign included the soon-to-be drivers aged 16 to 17 and the older drivers aged 25 – 35, who still go out on a regular basis. Several of the young people who took part in the evaluation of TEAM PLAYER / HOLDSPILLER 2005 stressed that the subject of drink-driving is important and ongoing attention is important. The target groups especially pointed at the initiatives that focus on the

6 Figures from Statistics Denmark – www.statistikbanken.dk 7 2004 figures showed: 29 killed, 214 suffered serious injuries, 266 were mildly injured. 8 Here is referred to green yellow and red segments. The segments are used to divide young drivers. The red segment is characterized by drivers who do not feel obliged to obey the rules. The yellow segment recognize that there are rules but do not necessarily obey them. The green segment follows the rules. This segmentation was first published in the report “Life begins at 100 mph (…)”, Center for Ungdomsforskning, CeFU, RUC 2002.

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consequences that is connected to drinking and driving. It is also important to emphasize that the latest reports from traffic authorities in Denmark show that young drivers find drink-driving socially unacceptable, and interestingly enough most of them connect drink-driving with older target groups often including their parents. Initial expectations and the innovative character of TEAM PLAYER / HOLDSPILLER.DK 2006 The core idea of the campaign was to motivate the target group on taking a stand when it comes to drink-driving. Be critical and be aware of the dangers connected to drink-driving. The campaign was closely related to the Danish school system, and operates within a specific target group, a target group that according to statistics is made out of possible risk takers. National surveys have shown that this latency among other things is determined by age and experience. The elements in TEAM PLAYER / HOLDSPILLER.DK 2006 emphasize the consequences of drink-driving. The way the elements do that is through: • Close nationwide cooperation with places of youth education, where the campaign places drink-driving on the agenda. • Peer education in order to maintain a dialogue at eye level. • Information based on personal experience with the drink-driving simulator. • Factual information - printed as well as electronic. Running period of the campaign May June July August September Onsite activities: Festivals, Markets, Fairs

X X X X

Tour at places of youth education

X X

• The campaign was launched on 27 May at the three-day music festival “Jelling Festivalen”. • The Onsite actions had a running period from 27 May until 5 August 2006 • The School visits were launched on 15 August at Hobro Production School. • The school visits ran from 15 August until 29 September. Parties involved GODA – Association of Sensible Alcohol Attitudes. GODA was founded in 1993 by the Danish Brewers Association, Danish Wine and Spirits Association and Danish Distillers. GODA’s objective is:

• To promote the sensible use of alcohol in order to prevent misuse and alcohol related harm.

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Misuse is the biggest threat against the reputation of the wine-, beer and spirits industry. Apart from a moral obligation the alcohol industry has an interest in reducing the misuse of alcohol. The sensible use of alcohol is characterized by a moderate use in connection with appropriate occasions. Respect for those who do not drink alcohol – whether for religious, cultural or health reasons - is also closely linked to the sensible use of alcohol. Danish Road Safety Council Established in 1935 The objectives for The Danish Road Safety Council are to:

• To publish knowledge and understanding of the dangers and difficulties drivers meet in everyday traffic.

• Give drivers relevant knowledge on traffic regulations and safety equipment.

• Work proactively to ensure that drivers themselves contribute to a better road safety.

• Work proactively on road safety regulations and law enforcement. Co-operations between GODA and the Danish Road Safety Council GODA and The Danish Road Safety Council have carried out a large number of joint campaigns and co operations, the common work ground being drink-driving. During the past five years GODA and The Danish Road Safety Council have worked together on the “Hustler with Style 1,0” and “Hustler with Style 2,0” “Cab Drivers”, “TEAM PLAYER / HOLDSPILLER 2005” and “TEAM PLAYER / HOLDSPILLER.DK 2006” initiatives. All four campaigns have been designated driver campaigns and have had the subliminal message of conveying information on general road safety relevant for the target group in question. Both “Hustler with Style” campaigns had young men at technical schools as primary target group. “Cab Drivers” and “TEAM PLAYER / HOLDSPILLER 2005” was targeted at young drivers aged between 18 and 24. All three initiatives have been carried out with financial support from The European Commission. The initiatives have been carried out as co operations between GODA and The Danish Road Safety Council from start to finish. Sponsors A number of national and international companies have shown great interest in the TEAM PLAYER / HOLDSPILLER.DK 2006 initiative, and several have sponsered the initiative. None of the external sponsor grants were financial and the sponsoring consisted solely of objects that facilitated the campaign vehicle. GM Denmark provided an extra van for the campaign team. Statoil sponsored gas for the campaign vehicles. Sund & Bælt provided free rides over the Storebælts Bro. Hummel sponsored the clothing worn by the campaign team – sweat shirts, t-shirts and shoes. Faxe Kondi sponsored a large number of prizes for the campaign competition. Campaign objectives Main objective TEAM PLAYER / HOLDSPILLER 2005 aim to reduce the number of alcohol related road accidents among Danish youths by implementation of the designated driver concept.

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Secondary objectives Teach this specific target group to take a stand and use a designated driver. Thereby reducing the number of alcohol related accidents. Moreover, the target group will be motivated to say no to risk taking and reckless driving in general. General empowerment of the primary and secondary target group to take an active stand on issues related to drink-driving in general.

Target audience and campaign approach Target audiences The initiative is primarily aimed at drivers and passengers aged between 18 and 24. The secondary target groups are the passengers aged 15 – 17 and older drivers aged 25 - 35 Approach The main communicative approach used for the TEAM PLAYER / HOLDSPILLER.DK 2006 campaign worked through:

• Onsite communication. The campaign should be visible at places where the target group are present. Festivals, fairs and markets.

• Network communication, where the parties behind the campaign used a network made out of teachers, headmasters and student councils. To promote the key messages of the campaign. All parties are standard at production schools, technical and business schools. The network communication has its benchmark in dialogue, real life stories, facts and information.

• Peer communication where young people talk to peers about subjects that have a preventive character.

• Printed campaign materials and hand outs - allowing the target groups to receive a number of different materials that elaborate on the key messages of the campaign.

Campaign elements and actions Visual profile of the campaign The visual profile of the campaign works within the boundaries of a known traffic related theme. The colours that have been used are black, red, green and yellow. These colours are repeated in every campaign related item. All graphic and electronic illustrations in the campaign material were made to look like traffic related signs and pictograms. All materials carried the key message ‘Say No to Drink-driving – Choose a Designated Driver’. Onsite actions TEAM PLAYER / HOLDSPILLER.DK 2006 was present at 17 different festivals, fairs and markets nationwide. The campaign stand/vehicle featured a drink-driving simulator and other electronic means, which can measure the test persons ability to react and the ability to remember and process knowledge systematically. The campaign ‘onsite vehicle’ was manned by four moderators aged between 22 and 29, who had been trained participate in and engage the audience who were present at the festivals in an active dialogue on the subject of drink-driving and risk taking in traffic. Apart from being present at festivals, fairs and markets TEAM PLAYER / HOLDSPILLER.DK 2006 was present at a number of clubs, bars and cafes nationwide. The on trade had been approaced early in the campaign development phase, and most were willing to take part in

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the campaign. The on trade received a package that contained campaign materials and they linked from their websites to the campaign website. The content of the package is elaborated below as are the responses from the on trade. Activity day at schools nationwide The campaign team visited 22 different places of youth education all over Denmark. The activity day at the schools included three different modules. The campaign host would welcome the audience and give a short introduction to the campaign actions followed by the key messages of the campaign. Next on the agenda was a presentation based on facts and information about drink-driving, alcohol and behaviour in traffic. The second module was the drink-driving simulator. The students were invited to try the virtual experience of how alcohol impairs the ability to drive. The third module was the documentary film “The Experiment”. The school visits had an average duration of 90 - 120 minutes. Moderators/presentation on drink-driving The moderators filled the task of being facilitators at the school visits. Their initial task was to tie the elements of the day together, and elaborate on the subjects connected to drink-driving. The evaluation shows that the students welcomed the moderators. Among the female students 76% thought the moderators were “very good” or “good”. Less than 3% thought they were “not so good”. Among the male students 63% thought the moderators were”very good” or ”good”. Less than 7% thought they were ”bad”. Many students elaborated their opinion and their comments show that the moderators filled out their primary task and tied the elements of the day together by -”elaborating on the information served”, -”commenting” and -”making sure that everybody was heard”. The documentary “The Experiment” “The Experiment” focuses on the consequences related to drink-driving fatalities. The film follows a group of young people who do not think that drinking and getting behind the wheel will reduce their ability to drive a car. The group of young people was offered the opportunity to ‘test’ their opinion on a closed racetrack after having had a few drinks. 60% of the female students thought the film was “very good” or “good”, less than 3% thought it was “bad”. 64% of the male students thought the film was “very good” or “good”, less than 11% thought it was “bad”. Drink-driving Simulator The drink-driving simulator played an essential role in the TEAM PLAYER / HOLDSPILLER.DK 2006 campaign. The simulator offers the person who tries it the opportunity of experiencing hands on what it feels like to drive under the influence of alcohol. The simulator simulates what happens to the ability to react and keep a clear view when driving. The simulator is constructed as a normal car and the test persons have to have a drivers licence in order to get the full experience. The simulator was very well received among the male participants. Both the quantitative and qualitative survey show that more than 58% thought that it was ‘very good’ or ‘good’. 10% though the drink-driving simulator was “bad”. The valuation of the simulator among the female participants did not show the same positive reception 42% thought that the simulator was ‘very good’ or ‘good’. 8% thought that the simulator was “bad”. Campaign website - holdspiller.dk

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The primary aim with the campaign website was to elaborate on the key messages of the campaign and inform about facts related to drink-driving. The website was constructed around elaborate information on drink-driving. The site also contained a detailed tour plan that told the user where and when you could find the campaign team in the summer 2006. The same tour plan was presented during the running period of the school visits, the second leg of the campaign. The website also contained facts about alcohol, focus here was information on alcohol units, BAC and the effect of alcohol on mental and physical faculties. The campaign website also contained information on legal matters and drink-driving. The organizations behind TEAM PLAYER / HOLDSPILLER.DK 2006 have not measured the number of users on the website. The qualitative survey indicates that several respondents have visited the website. Most acknowledge that they have visited the website, after they have heard about or seen the campaign. The website included a feature that made it possible for the users to post feedback regarding the campaign, and forward questions to the organizations behind the campaign. This feature created some response, and initiated a dynamic process between users and the campaign senders. Handouts The campaign included several different materials that were used as handouts, to the people who tried the simulator, visited the campaign during summer and people, who came into contact with TEAMPLAYER / HOLDSPILLER.DK 2006 through other means. The primary handout was a badge which had the campaign logo and website address printed on. The secondary handout was a cap which had the website address printed on it. The third handout was a t-shirt that carried the campaign logo and key message. Both the second and third handout were used as exclusive handouts. The quantitative survey does not include a specific measuring of how the handouts were received among the target groups, but the qualitative survey shows that the handouts were well received and used among the primary target group. Several respondents point out that the handouts have accumulated positive attention to the campaign. Printed campaign elements The campaign contained several printed materials:

• Posters • Visit cards • Post cards

The aim of the posters was to gain attention for the campaign, and promote the main objectives of the campaign. The posters were used as an eye catcher during the onsite / summer period of the initiative and as part of on trade leg of the campaign. The survey shows that the posters to some extent have had the intentioned effect. 12% females and 20% males have seen and remember the campaign posters. The visit cards and post cards were used as eye catchers during the summer tour, among other they were placed and handed out by the people who served drinks at festivals, markets and fairs. The campaign team were placed at the entries at the festival and made sure that the people who entered the festival site got a post or visit card. Both visit card and post card had the key messages of the campaign printed on them. The post card included facts and information about drink-driving. The visit card apart from having the key message printed on it, also referred to the campaign competition.

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The campaign competition The campaign competition consisted of a concept where people were invited to test their knowledge of drink-driving by sending a text message, and afterwards receive a ‘yes’ or ‘no’ question. If they answered correctly they automatically had the opportunity to win prizes. The competition prizes were APPLE IPODS, Faxe Kondi merchandise, CD’s and campaign handouts. The primary aim of the competition was to promote designated driver concept. Post counts show that approximately 900 people took part in the competition. Campaign results Expected results The core purpose of the campaign is to motivate the target group to use the designated driver concept and improve its awareness of the consequences connected to drink-driving, as a result the campaign aims to be an instrument in the national decline in alcohol related traffic accidents. In order to reach the above mentioned result – the campaign will:

• Implement the concept of a designated driver, and hereby improve the understanding within the target group concerning their risk taking in traffic.

• Instrument an effective dialogue focusing on experiences and potential solutions relevant for the topics raised both onsite and at places of youth education by the target group.

Statistics show a decline within the target group when it comes to drink-driving, but prior surveys show that there is an inherent need for constant information on the area. Danish youths find that drink-driving is socially unacceptable. However the final report carried out after the TEAM PLAYER campaign (2004 – 2005) showed that a rather disturbing number of the respondents have actually chauffeured a car under the influence, and an even larger percentage have been passengers in cars driven by an intoxicated driver Campaigns that focus on a change in behaviour and prevention will often have a more longterm result and efficiency pattern. Due to the fact that implementation of changes in behavioral attitudes demands a longer strech of time in order to be safely implemented Use a designated driver 68% female and 79% male respondents state in the quantitative survey that they know of and use a designated driver. The same percentage endorse this method as the safest when it comes to avoiding drink-driving and reducing the number of alcohol related accidents in traffic. Among the youngest drivers, and the group of respondents who does not yet have a drivers licence the survey shows that 56% of the women and 46% men always made sure that they had agreed on a deal on how to get home. Mostly this group state that they have parents, siblings or boyfriends/girlfriends or husbands/wives, who come and pick you up when you want to go home. The qualitative survey shows that both the female and male survey population rate the designated driver method as the most efficient and best in order to avoid drink-driving.

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The majority of the participants in the focus group interviews were male, and among them there was a general consensus that the designated driver method or principle was well known and used. However, most explained that instead of bringing the designated driver to the party they had negotiated with other friends beforehand that they would get up in the middle of the night and pick up the ones who were going out. This pattern was most prominent in the areas where there was a long distance between home and the party. The participants in the focus group interviews also emphasize the need for information on drink-driving and the connected consequences; they stressed the importance of repeating the key messages, which among others are the messages of the designated driver. Compared to prior surveys the respondents point out that there are logistical problems connected to using a designated driver. The problems are connected to the fact that if you use a designated driver you have to make sure that it is always the same group of friends that you go out with, otherwise the task of being the sober driver will be difficult pass around equally. Others pointed out that using a sober driver is also involves a number of behavioural problems. This is most prominent among the youngest drivers, where some had experienced that the person who had said that he or she would be the designated driver did not stay sober. This implies a need for further stressing the importance of the role of the designated driver Witnessing drink-driving – being a passenger One of the target groups that were included in TEAM PLAYER / HOLDSPILLER.DK 2006 were the ones who are too young to have drivers licences themselves, and the ones who are old enough but does not hold a drivers licence. These two segments represent a group of risk takers when it comes to drink-driving because they are likely to accept a lift with a driver who has had alcohol. The quantitative survey shows that 46% of the total female survey population and 75% of the total male survey population had accepted a lift with a driver who had had alcohol. When focusing solely on the group of respondents who were too young to have a drivers licence the figures show that 79% women and 58% men had accepted a lift with a driver who was under the influence of alcohol. The behavioural pattern between how men and women react in this situation are similar. Many of the respondents elaborate their answer with short comments, the most common being: “I did not know that the driver was intoxicated until afterwards”, or “I did not see him / her drinking alcohol at the party”. Frequently the reason for accepting a lift with a driver who has been drinking alcohol is that there are no other means of home transportation. These comments are closely connected to other statements from the survey where respondents tell that it can be hard to see if a person has had alcohol or not, unless the person in question is visibly drunk. Another aspect is the one that several among the younger respondents put forward, where they claim that if a friend or somebody you know offer a lift, you are more likely to accept in good faith even if you have seen them drink alcohol at the party. The most efficient way to reduce drink-driving Females:

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Males:

Use a designated driver (fact) Among the young drivers – the 15 to 17 year old - you will see that the part, who use a desiganted driver is almost the same between the male and female respondents, 25%. The qualitative survey show that the group often decide and negotiated home transportation before they go out. Either as an agreement where parents, siblings and friends (who are not going out). Among the older drivers the 18 – 29 year olds - the figures show that the part of male respondents, who use a designated driver is higher than among the female respondents9. The qualitative surveys show a repetition of the pattern which is predominant among the younger drivers, where it is common to have a deal with friends or other close relations, who will pick up after a night out, even though they have not gone out themselves. The population aged 30 – 36 show a remarkable difference between genders. 50% males and only 10% females use a designated driver. There is no obvious explanation of this dicrepancy.

Make sure home transportation is decided beforehand The answer possibility “Make sure home transportation is decided beforehand” is relatively close to the answer possibility “use a designated driver”. The organsations behind the campaign have included this answer possibility, because prior surveys have shown that the respondents themselves have added information about how they use a driver who has not gone out but is a close relation, and is willing to pick them up. The answer possibility is included and emphasizes that the population in this survey use and support the message, which is key to the TEAM PLAYER / HOLDSPILLER.DK 2006 CAMPAIGN. The avarage shows that 52% of the female

9 The percentage of women respondents aged between 25 – 29 was not large enough to include as valid in this survey.

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population and 34% of the male population make sure they have decided on home transportation before they go out.

Use public transport Prior reports show that one of the most common reasons for drink-driving is little or no public transport. This pattern is predominant in the more rural areas. The percentage of both women and men who use public transport is one fifth. The figures do however show an interesting variation compared to prior surveys, due to the fact that the goup who most often use public transport are the 18-24 year old males where-as the group of males aged 25- 35 is zero.

TEAM PLAYER / HOLDSPILLER.DK 2006 media coverage The campaign has experienced good media coverage. The organizations behind the campaign have continuously sent out press releases both to the national and local media. The national press was notified when the campaign was launched in June, and local and regional media received press releases when the campaign was in their area. The organizations behind the campaign have worked much focused when aiming at placing the campaign in the media. This has been done using a strategy where press releases have been customised and all inquiries have been targeted directly at reporters and editors who work within the fields of preventive campaigns, lifestyle, youth and traffic. 50% of the total female survey population and 47% of the total male survey population point out that they have become aware of the campaign in the media. A collected list of the media coveragehas been attached in the appendix. As a conclusion it must be said that the organisations behind the campaign have succeded in creating appropriate attentention during the running period of the campaign. Campaign visibility TEAM PLAYER / HOLDSPILLER.DK 2006 Part of the quantitative survey was a measuring of how the respondents had gained knowledge of the campaign. The survey shows that the primary target group know or have heard of TEAM PLAYER / HOLDSPILLER.DK 2006. Within the female survey population 42% state that they have heard of TEAM PLAYER / HOLDSPILLER.DK 2006, and 29% from the male survey population have heard of the campaign. Some have elaborated the question, and these elaborations show that most have heard of the campaign through:

• “Other onsite activities” • “Friends” • “Media (television, radio and print media

“Friends” is the mean of gaining knowledge which scores highest within the population. 70% of the female respondents and 53% of the male respondents point at friends being the primary vehicle for knowledge about the campaign. This shows evidence that the high level of network communication has paid of. The campaign has enjoyed a good level of media coverage (this is elaborated above), especially in connection to the onsite activities. On trade activities TEAM PLAYER / HOLDSPILLER.DK 2006 “In nightlife” is also one of the places where the respondents state that they have become aware of the campaign. During the campaign running period TEAM PLAYER / HOLDSPILLER.DK 2006 has been promoted at a number of bars, clubs and cafes. This was carried out through the biggest network of clubs in Denmark. According both to the organizations behind the campaign and the qualitative survey this strategy has been fruitful.

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The network of bars, clubs and cafes were contacted in March 2006, and most were willing to take part in the initiative. The distribution strategy was as follows: April May June July August September Activity Campaign

link on all websites. The bars, clubs and cafes receieved first handout

Second handout, matches

Third handout: Badges Posters

Fourth handout: T-shirts Visit cards (Competition promotion)

Final handout: T-shirts Caps Survey & feedback

40 bars, clubs and cafés took part. Most were placed in bigger regional cities. The feedback from the on trade has been very positive, 13% thought that the initiative was imperative and “very good”. The responses from customers have been positive, and most who participated have stated that they were more than willing to include the campaign in their work/business structure if it is repeated. Related results When comparing the statistics on how the general attitude towards drink-driving has progressed during the past five years in Denmark. The figures show that the number of alcohol related road accidents follow the general decline in non alcohol related road accidents. The most significant decrease is evident among the young drivers – 18 to 24 years – Figures here show that the number of killed and seriously injured in alcohol related accidents have decreased compared to the older drivers. The figure below shows how the number of fatal alcohol related road accidents have been lowered during the last five years. Some of this development can most likely be assigned to the steady preventive effort carried out by national stakeholders.

The same is evident when focusing on the number of people who have been seriously injured due to alcohol related road accidents. Figures here also show a steady decline over the past five years. Gender and drink-driving Drink-driving in Denmark is still considered masculine problem. Figures show that this has not changed. This fact calls for a steady ongoing preventive effort from national stakeholders aimed at male drivers.

The figures above show that the number young drivers killed is decreasing, which is extremely positive; however there is still a need to inform on the dangers connected to drink-driving. Conclusions The empirical surveys – quantitative as well as qualitative - that is the basis of this evaluation proves that there is both a need and considerable verification to carry out targeted campaigns, which puts drink-driving and the related consequences on the agenda. The quantitative survey shows that this evaluation is relevant and that the implementing organizations have be successful in reaching the target groups aimed by the campaign. The campaign is build around a number of different elements, where the primary aim has been to create a dialogue with the target groups on the designated driver principle. The campaign was implemented by using a strategy; where the target group was confronted with the dangers of drink-driving. The dangers and consequences were presented in known local environments, at festivals, fairs, markets, in nightlife and at their place of education. Post surveys show that the campaign was largely welcomed by the target group. Elements: If you view the campaign elements separately the conclusion shows that most elements have been received positively:

- The movie ‘The Experiment has been well-rated by the target group. The same goes for the presentations at schools nation wide.

- The drink-driving simulator was well received among the male respondents. The female respondents were a more hesitant, although the figures show that using this element has been a success.

- The campaign website has been used and the qualitative survey shows that the target group found that it included valuable information on the subject.

- The parties behind the campaign have not carried out any measuring of how the target groups have received the campaign handouts, but further qualitative surveys show that they have been well received and have been used by the target group.

- The empirical material which is included in this final report does not include an in depth valuation of the printed materials which was part of this campaign. Many respondents both in the qualitative and quantitative survey point out that they have seen the printed material, but they do not valuate it as such.

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Almost 800 took part in the competition linked to the campaign. This element should have attracted potentially 10 times as many, judging by this the competition has not created the appropriate attention. The quantitative survey shows that, compared to prior campaigns, TEAM PLAYER / HOLDSPILLER.DK 2006 have increased its media visibility. 42% women and 29% man have gained knowledge of the initiative through the media. The conclusion on this final report shows that the campaign have managed to place the key message of using a designated driver though means which have been well received by the target groups. It should also be emphasized that this years surveys have repeated the pattern that was evident in prior surveys – that the organizations behind should look broadly on the designated driver concept and include the aspect that many respondents use a ‘designated’ driver who did not go out, but is willing to come and pick up after the party or night out.

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2.5 FRANCE Introduction La Prévention Routière launched Capitaine de Soirée in 1997. The concept of “the designated driver” increased to become a reflex for many young drivers. The campaign Capitaine de Soirée takes place mainly in discotheques. Since the beginning of 2007, it has been extended to private parties (students festivals, etc.). From 2004 onwards, Capitaine de Soirée was included in the 2004-2008 action plan "Penser à rentrer en vie" (Remember to come back alive) created by La Prévention Routière and the FFSA (French federation of insurance companies). This plan aims at federating different road safety operations for the 15 to 25 years-old people. Running period of the campaign The campaign Capitaine de Soirée runs during all the year. It is carried out by the departmental offices of La Prévention Routière. In 2005 –2006, the campaign has known 4 highlights: 1 During the 4th quarter of 2005, particularly for the “2e Nuit des Capitaines de Soirée”, a

national event in 90 discotheques, with a guest: the TV and radio star Cauet. This event took place on December 10th 2005. It consisted in: - transmitting in 89 discotheques the show of Cauet, who was present in a

discotheque. - organize a competition between the 90 discotheques : the one who had the biggest

ratio of designated drivers could win a festival animated live by Cauet.

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2 At the beginning of 2006, the Government decided to create the name “Sam”, which aims to be a generic word describing the designated driver. La Prévention Routière decided to

include Sam in its campaign. The name became “Sam, le capitaine de soirée”, and the graphics of the campaign evolved.

3 During the summer 2006, the web site www.rentrerenvie.fr has been re-designed. New

headings, new structure, goodies… have been integrated to offer a new look to the campaign.

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4 After the summer 2006, La Prévention Routière developed the concept of the campaign to a new target: the students. They are known for organizing lots of festivals in which alcohol is omnipresent. The principle is to provide with material the students associations who want to organize a designated driver action. They can also get free: posters, T-shirts, goodies, bracelets, breathalyser tests, etc. The objective is to increase the number of designated drivers actions and make students associations responsible of their own safety. The students associations can get this material directly in the local offices of La Prévention Routière, or they can order it on the web site www.rentrerenvie.fr. On November 25th, 2006, the third " Nuit des Capitaines de Soirée" was organized. It was a national event in 90 discotheques, with a special guest: the TV and radio star Cauet. Parties involved The responsible of the campaign is La Prévention Routière. Its partners are: 1) The European Commission 2) The FFSA (Fédération Française des Sociétés d’Assurances) who financially supports

the campaign 3) The AGEA (fédération des agents généraux d'assurances) whom local agents help our

departmental offices to organize the operation 4) 3M France, who offers communication material (mainly Post it notes, printed with the

signature “penser à rentrer en vie”) Ojectives The main objective of the campaign has not changed: it consists in encouraging the young people to choose together amongst them who is committed to not drink alcohol in order to return his friends (passengers) after the party. The designated driver comportment must become a reflex, and must be extended to all occasions of alcoholic drink: family, friends, work… Target audience and approach

If the target group of “Sam, le capitaine de soirée” is 18 to 30 years old drivers, the concept of designated driver concerns each driver, however old he is. Three main target groups of the campaign can be distinguished; - 18 to 30 years old drivers, invited to become Capitaine de soirée

More than 59 000 Capitaines de Soirée were counted in 2006 (46 000 in 2005) - 18 to 30 years old drivers, incited to become Volunteers, to join our teams at the entrances of discotheques to welcome clubbers and to convince them to designate a Capitaine de Soirée in their group and check, at their exit, that they had respected their commitment.

2 752 volunteers were counted in 2006 (1 826 in 2005) - Discotheques and bars managers and organizers of Student festivals, in order to incite them to implement the campaign. 70 % of them are as motivated as in the 2005 edition, and 15 % are more motivated. Their main motivation: to have a better image, and consequently improve relationship with the local authorities.

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Campaign elements Material:

- posters, displayed on fests sites (discotheques, pubs, student festivals…) - bracelets, to identify designated drivers - T-shirts, for voluntary staffs who held the operation - breathalyser tests - post it notes, printed with the signature “penser à rentrer en vie”

Press relations: The departmental offices of La Prévention Routière daily work with local press in order to promote the designated driver concep, and the “Sam, le capitaine de soirée” operations. The national event “la 2e nuit des capitaines de soirée”, with Cauet, is a good occasion for mobilizing journalists on the campaign. Campaign results

The operation was implemented in about 1300 places (discotheques, bars, festivals…) everywhere in France. Discotheques account for 53% of this result, the student festivals 26%, the associative fests 16% (festivals, concerts, balls, ferias, etc) and the bars 5%. During the third “Nuit des Capitaines de soirée”, more than 9 500 drivers agreed to become Capitaine de Soirée. In 2006, the media quoted “Capitaine de soirée” in numerous articles in the French national and regional press. In fact, an important part of these articles talk about the general principle of the designated driver, but not about an operation of La Prévention Routière. This trend, noticed in 2005, confirms that the expression "Capitaine de soirée” has entered the ordinary language. Most of the articles talk about the "3e Nuit des Capitaines de Soirée". With more of 233 notify media, 2 news from AFP (Agence France Presse), reports on radio (Fun Radio, Radio France, RTL…) and numerous TV reports, this last operation was a great success with the media, very fond of "an event of national mobilization". The choice for Cauet, and the competition between discotheques, led to a popular question in regional media: "Will Cauet be in our department?" It also allowed us to have articles in the press, TV and national radios. On TF1 news (13h and 20h on Nov. 25th), Claire Chazal announced the "3ème nuit"; France 2 spoke about the "3ème nuit in "Télématin", "Point Route" and the news, with a report about the campaign in Lille; France 3 made several reports in local editions; M6 spoke about the campaign in Toulouse.

Conclusion The designated driver campaign “Sam, le capitaine de soirée” is strongly increasing. Our aim is to develop it over the discotheques and festivals: bars and pubs, family and professional fests, etc. We also plan to develop it towards new targets (the private organizers of festivals, like student associations, sportive clubs, employees, etc.) and towards new tools of designation

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(the aim is to give to anybody in a group the possibility to designate a driver before leaving. This tool is a game of chance, which can be a software used in a mobile phone, or a printed game). Our goal is to show that:

- a designated driver is necessary in all cases, in all types of fests or dinners - the designated driver must be chosen within the group before leaving - there are amazing ways to indicate the designated driver. This choice can be funny

for everybody.

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2.6 GREECE Introduction

The Centre for Research and Technology Hellas (C.E.R.T.H.) / Hellenic Institute of Transport (H.I.T.) is implementing the necessary work for the implementation of “Bob” Campaign in Greece for the fifth time. During the period 2005-2006 the campaign is being realized in Greece, according to the specifications for implementing the Bob Campaign in European Union Countries, developed by IBSR. Running period

1 September 2005 – 31 December 2006. Parties involved The partners that support the campaign are: the Association of Alcohol Drink Beverages Enterprises acting as a Co-Organiser for the dissemination of the Campaign; The Ministry of Transport and Communications; The NISSAN car motor company; The Aristotle University of Thessaloniki; The AVIS Rent a Car Company; The BP motor oil company; The “4Wheels” Car Magazine; The Hellenic Association of Driving Instructors (POEEOA); The Public Transport Services of Athens; The Public Transport Services of Thessaloniki. Objectives

The initial objective of the effort focused on three things, relevant to the extension of BOB material dissemination:

• The first one is the further extension of the training and advertising work performed by HIT in the four year implementations of BOB Campaign in Greece.

• The second one is the extension of the promotion work all over Greece, via attempts for the participation of famous persons, such as singers, actresses, football or basketball players, etc.

• The third one is the “BOB-van Road Show” all over Greece.

The work executed during this period in Greece is along these lines and has:

• Enhanced the “Bob” concept, by adding modules especially designed for young people (driving schools, basic school education, enhanced the message into Greek night life thanks to the wide dissemination of the beer mats).

• Continued the effort of the adaptation of the proposed policies to the Greek reality, the mentality and culture of people, local habits and drinking and driving styles, mainly through the BOB-van.

• One of the biggest HIT’s successes was the one year contract (1 February 2006 – 31 January 2007) with one of the most famous Greek pop singers, Mr. George Tsalikis, having an extreme effect in almost all new aged Greeks. He has also participated in

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the theatrical role of John Travolta at “Saturday Midnight Fever” in Athens. He agreed to participate in the BOB-Campaign for 2005-2006, completely free of charge. The negotiations started in 2005 and concluded in 2006.

George Tsalikis

Target audience & approach

The campaign targeted mainly young people and was adopted by the youth, but not excluding the older ages.

The final concept of the Greek message was the same. It indicated a virtual situation, in addition to the main message, that alcohol and driving cannot exist together. The final idea had the meaning “Alcohol - Not tonight - I’m driving”. The difference has to do with the general meaning of “Not Tonight” that could mean anything, and slowly is becoming a slogan, mainly among young people, a message which sometimes occurs in the centre of discussions.

This, in parallel with the picture (or the TV spot) that shows some glasses, made the idea rather innovative and powerful.

Last but not least, the adaptation of the Bob campaign to the specifications of the European Southeast (i.e. in a country like Greece) extended its applicability from a national process to a pan-European tool to fight drunk driving.

HIT used the same main message but already the new spot, for 2006, broadcasted during August and September. HIT with the cooperation of the Association of Drink Beverages Enterprises and Mr. Tsalikis promotion team, achieved a new TV concept. The reason is obvious. After four implementations in Greece, HIT found the perfect point, the point that people got familiar with the idea, but they didn’t get bored with the message.

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Campaign elements and actions

Elements • Billboard posters

400 billboard posters sized 50x70 cm .

BOB-Campaign in Greece – Poster

• TV and radio spot

The TV message is short, in order to be broadcasted from media more often. Furthermore, the message is in accordance the Greek mentality, culture and local habits and is reflecting the social nature of the issue of driving when drunk. The fact is that the idea with the key inside the glass was initially created for the TV spot, but now with George Tsalikis the concept is changing a little. In fact there is an apocalypse of the singer at the final shot of the TV spot, saying to the girl offering him a drink: Alcohol, Not Tonight, I am driving.

Mr. George Tsalikis will play a significant role at the radio spot also, since he is a very famous pop singer, and his songs are being broadcasted by Radio stations very often. The duration of the TV spot is 28 seconds.

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Mr. G. Tsalikis is the designated driver for tonight, and says Not Tonight, I am Driving

BOB-Campaign in Greece – Mr. Tsalikis in the final shot of the TV spot.

The radio message, similar to the above idea, will be created in November and broadcasted during December 2006, having duration approximately 30 seconds.

• Internet

The relevant web site can be found at www.hit.certh.gr/greek/bob/.

In this” BOB-Campaign 2005-06 Release” HIT used the BOB-Site, as shown in the following picture.

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BOB-Campaign in Greece – Internet Site

• Merchandising (leaflets, key-rings, stickers)

2.000 triptych, double-sided leaflets sized 9.9x21 cm,

BOB-Campaign in Greece – Triptych leaflet (front side)

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BOB-Campaign in Greece – Triptych leaflet (back side) and key-ring

100 key-rings sized 70x30x8 mm,

5.000 double-sided leaflets sized 10x21 cm,

BOB-Campaign in Greece – Leaflet (front side)

500 double-sided leaflets sized 10x21 cm in English for foreign people,

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BOB-Campaign in Greece – Leaflet (back side)

1 baner sized 1.8 m x 0.8 m

It should be mentioned that, due to budget restrictions, HIT didn’t use roadside advertising. • One-hour driving education course HIT has developed the content for the realisation of a one-hour driving education course on drunk driving, based on the “Bob” concept. HIT cooperated again with “POEEOA” in the wide distribution of the material developed within the project to the leaner drivers all over Greece. The aim of this course was to stress the grave seriousness of the issue of driving under the influence of alcohol to the learner drivers, so that they are properly informed from their very early days as drivers. During 2006, about 100 multimedia tools were distributed.

BOB-Campaign in Greece – Driving education course CD-ROM

• 30’ Training Video Tape

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This activity was realised through a 30-minute full training and educating video-cassette, which was distributed in 200 copies in schools.

BOB-Campaign in Greece – Training video tape

The video is based on a realistic script, a scenario that takes place every day in Greece, Europe and world-wide. Stelios, a 19-year-old student, celebrates his birthday. He and his close friends very much love to have fun, but they also like cars. He drives his friends to the bar, as is usual in Greece. In the beginning, things are very pleasant, quiet and calm, just having fun. Finally, Stelios and his friends get drunk. This birthday party becomes a tragedy.

It’s a pity. It could have been a nice evening if someone stayed sober.

The whole story is interrupted by short interviews, where experts, such as transportation engineers, plastic surgeons, dieticians and popular automobile journalists summarise their knowledge of alcohol and driving. Finally, the video finishes with a happy ending, an ending every reasonable man hopes for his life. One of his friends stayed sober, so he could drive everyone home safely. Now isn’t that nice?

• Bob bus

From the beginning of HIT’s effort for promoting BOB-Campaign in Greece, HIT’s main thought was the production of the mobile station containing a drunk driving simulator (“Bob bus”). During the first four years, many contacts with car companies have been made (e.g. Toyota, Peugeot, Nissan), in order to find the most suitable bus model to realise the mobile drunk simulator. Furthermore, HIT made the necessary contacts with simulator manufacturers, in order to find the most appropriate one.

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This activity at least started being implemented for the forst time in Greece. HIT ensured counter-financing from national sources for the realization of the BOB-bus unit. The complete installation of the simulator inside the mini-van was ready by the end of June, 2006.

HIT’s intention is to make this bus familiar to almost all Greek civilians through specialized promotion actions in Greece. This, of course entails a great effort from HIT, as Greece has a huge number of schools, night clubs and public places, such as cinemas and other Public places.

BOB-Campaign in Greece – BOB mini-van

The interior of the Greek BOB-van

Actions

• Billboard posters and merchandise material

This kind of material was promoted via:

The NISSAN car motor company, which provided material in all its selling points.

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The Aristotle University of Thessaloniki, which gave the authority to HIT to put advertising material (posters, leaflets and stickers) at the University Campus, which spans across 150 acres and has more than 40.000 students, on June 2006.

The AVIS Rent a Car, which provided BOB-material in all its car rental stations in Greece, which count more than 120 Car Rental Stations, during the summer of 2006.

The BP oil company, which provided BOB-material in 200 main BP Greek stations.

The Hellenic Association of Driving Instructors (POEEOA), which distributed the material developed within the project to the candidate drivers all over Greece. The advertising material was promoted in 100 driving schools.

The Public Transport Services of Athens (with 2 of the 4 individual companies, the Electric and Thermal Buses) will carry out posters in over 150 buses in Athens for one month period (December, 2006).

The Public Transport Services of Thessaloniki, will promote material to 300 buses in the city of Thessaloniki for one month period (December, 2006), meanwhile HIT is discussing the possibility of printing some million bus tickets with the campaign message displayed at the back side of the tickets, played a significant role in this part of supporting, as shown below.

The back side of a ticket of the Public Services of Thessaloniki.

• TV and radio spots

This kind of material was promoted three times via 23 TV stations during August and September 2006 and will be broadcasted during December 2006 together with the Radio Spot.

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TV STATIONS 1. ΕΤ - 1 2. ΝΕΤ 3. ΕΤ - 3 4. STAR CHANNEL 5. ALPHA CHANNEL 6. ΜΑCΚΕΔΟΝΙΑ TV 7. MEGA TV 8. ANT - 1 TV 9. ALTER TV 10. TV - 100 11. DΕΛΤΑ ΤV 12. PΑΤRΑ TV 13. TRT 14. CRETE TV 15. CHANNEL 9 16. NOVA 17. MAD 18. KYDWN TV 19. SKAI 20. STAR of CENTRAL GREECE 21. G TV 22. 4Ε 23. 902

The Greek TV stations which are broadcasting the message of BOB-Campaign.

. • Advertisements in magazines

For 2006 promoting period, HIT is continuing negotiations with one of its supporting partners, TECHNICAL PRESS S.A., which is the publisher of the magazine “4Wheels”, the most popular car magazine in Greece, having the highest circulation, for the carry out of a color advertisement of the campaign for December 2006.

• Articles and interviews at newspapers, magazines and radio stations

BOB-Campaign and especially BOB-van was promoted via articles in newspapers and magazines, such as, “4-Wheels”, “Aggelioforos”, “Municipality of Piraeus Radio”, “Municipality of Thessaloniki Radio”, “Hellenic Radio FM 102”, etc. • BOB mini-van Already HITs mini-van has participated at: - 2nd Week for Research and Technology (July 2006, Zappeion, Athens). Greek Research Institutes and Technological Organizations presented their products in one of the Historical Buildings of Athens, “Zappeio”, from the 28th of June till 5th of July, 2006. The main target of the exhibition, which was organized by the General Secretariat for Research and Technology, Ministry of Development, was the familiarization of the general public with new technologies, especially with research results and products. HIT participated at CERTH’s Pavilion with the mini-van equipped with the drunk driving simulator under the frame of the BOB-Campaign in Greece.

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- 71st International Trade Fair of Thessaloniki (September 2006, Thessaloniki) where HIT participated CERTH’s Pavilion with the drunk driving simulator under the frame of the BOB-Campaign in Greece. Also in the outer area space of the Pavillion (number 7) of the General Secretariat for Research and Technology, with the mini-van which is carrying the simulator.

Another famous Greek singer Mr. Kostas Macedonas is driving HIT’s simulator.

- Police Exhibition for Road Safety at the City of Kavala (September 2006, Kavala).

Training on the HITs driving simulator by the policeman at the City of Kavala.

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Operational training with HIT’s driving simulator

The cooperation with Greek Police will continue till the end of 2006. More specific: - Thessaloniki, October, 2006, - Ierapetra, 25-30/10/2006, - Katerini, 30/10/2006 - 2/11/2006, - Orestiada, 6-9/11/2006, - Drama, 13-17/11/2006, - Komotini, 25-29/11/2006, - Xanthi, 4-8/12/2006 and - Alexandroupoli, 11-15/12/2006.

Campaign results

In the 2002’s campaign a questionnaire was distributed in the two largest cities in Greece, Athens and Thessaloniki. More than 2000 people were asked on the street, at home and at work. The research focused on the ages 18-39, as they constitute the major target groups.

Since then, HIT didn’t realized another questionnaire research, due to time and budget restrictions relevant to HIT requests for Supporting and Granting.

However, the following conclusions were encouraging for the first implementation of BOB-Campaign in Greece and anyone can realize how positive is the near future, concerning the participation of the famous pop singer, Mr. George Tsalikis and the help of the Sponsors and Supporters waiting HIT’s signal to promote again the campaign in Greece.

The introduction of the “Not Tonight” campaign really hit the target, and the first survey turned out that 8 out 10 Greeks had heard of the Not Tonight campaign.

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Message impact for Greeks

Yes, indeed40,3%

No, I don’t think so

26,5%

Maybe33,2%

In the question “Would you consider changing your attitude because of the campaign?” 73.5% interpreted the message positively.

Yes72,2%

No10,1%

Maybe17,7%

In the question “Would you be willing not to drink tonight, to be the driver of the team, when you go out?” 75.2% of those questioned found the message convincing.

Media Impact

This figure shows the percentage of people who heard about the campaign, per information source

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TV63,6%

Videotape0,2%

Newspaper5,0%

Poster8,5%

Key-ring1,1%

Leaflet7,5%

Radio14,0%

The tremendous role of TV and radio, with a message penetration percentage of 77.6% for both. TV, on its own has a penetration level of 63.6%. Of course we must not forget the role of the posters, if we imagine its improvement through all the new Sponsors and Supporters. Related Results The data available from the Greek Police, are very encouraging for both the police and CERTH/HIT efforts against the problem of drinking and driving in Greece.

YEAR POLICE TESTS

POSITIVE TESTS

PERCENTAGE

1998 202.161 13.996 6,90% 1999 246.611 17.665 7,10% 2000 365.388 30.507 8,30% 2001 710.998 22.166 7,00% 2002 1.034.630 48.947 4,70% 2003 1.271.217 45.546 3,60% 2004 1.281.102 40.986 3,20%

BOB-Campaign in Greece – The continuously decrease of positive alcohol breath tests. The above table shows clearly the variance between the alcohol breath tests performed by the police before (1998 – 2001) and during the campaign period (2001-2004). A first major conclusion is that, although the number of people tested has increased dramatically in the last years, the percentage of the positive cases has decreased rapidly after 2002! The situation during the period 1998-2001 indicates a very slight decrease of the number of positive cases.

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At this point it should be taken under serious consideration the reduction of the legal levels of alcohol in the year 2002, from 0,5 mg/l to 0,25 mg/l, although the number of alcohol breath tests wouldn’t increased so much. The above data are very encouraging for the continuation of the implementation of the BOB-Campaign in Greece. Of course, HIT believes that the combination of both the campaign and the police actions offer the best chances of success for better road safety.

PERCENTAGE OF POSITIVE TESTS

0,00%1,00%2,00%3,00%4,00%5,00%6,00%7,00%8,00%9,00%

1998 1999 2000 2001 2002 2003 2004

YEARS

PER

CEN

TAG

E

BOB-Campaign in Greece – The continuously decrease of positive alcohol breath tests.

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The above pictures show very characteristically and clearly that Greek Police started to adopt the BOB-Campaign message, as it is promoted by the Hellenic Institute of Transport all these years. This merchandise leaflet was promoted via the previous Easter Holidays (April 2005) and shows also that, unfortunately, until now, the only road safety campaign which has real substance in Greece, is BOB-Campaign. Conclusion After four years of successful and useful for the public good implementation of BOB-Campaign in Greece, it stands in a very critical turning point. During 2006, the participation of the famous Greek pop-singer George Tsalikis and the use of the BOB-Van equipped with driving simulator, could transform BOB-Campaign in the most famous and greater social campaign ever made in Greece, especially for road safety. Furthermore, the message has to be promoted continuously, the mini-van should visit all over Greece from the beginning of the summer of 2006, and new Sponsors and Supporters must be found for the maximum effect and utilization of the BOB-Campaign in Greece.

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2.7 HUNGARY Introduction Hafrac was founded in 2005 by the ten main members of the Hungarian spirit producing industry (like Bacardi-Martini, Bols, Diageo, Pernod, Zwack-Unicum etc.). In the first year, half a million leaflets were distributed which called the attention of the danger of driving under alcoholic influence. A table was introduced regarding the alcohol content of different spirits and their absorption-time. The members of HAFRAC at the General meeting decided to join to the European-wide campaign known as the „pilot the designated driver concept” In 2006 according to the Hungarian official statistical data, there were 20 977 accidents involving personal injury and out of it 2 771 -13.2%- was the number of accidents caused by drunk persons with many fatal or serious injury. There is a significant number of the so called „disco accidents” where -mainly -young ones cause fatal accidents because they drive under alcohol influence.

Important to note that BAC limit for driving in Hungary is 0%. Running period of the campaign The whole campaign started on 01 Sept 2005 by some test activities. As the first results were positive we decided to continue with full speed. In spring 2006 “Buli sofor” became a vivid, strong country-wide campaign and lasted until September 2006. Parties involved Responsibles: Mr. Pal Kornfeld previous General Manager of Bacardi Martini, Dr Gabor Sellyei, Secretary General, Dr Laszlo Gyory, First secretary, Co-Sponsors: Coca-Cola Hungary, Don Pepe. These companies gave us as support either soft drinks or vouchers what could be consumed in Pizza restaurants. Third parties: GRSP members - like Shell, Police, Auxiliary police. At the distribution of leaflets(see as enclosure) we got a lot of help from the mentioned ones Objectives We realized that there is no sense in trying to change the strict Hungarian law which allows zero alcohol tolerance while driving (because there is no “climate” for it). Hafrac’s main focus was concentrated to the information towards the young generation -enjoying during weekends mainly on trade premises- how dangerous is it to drive under alcohol influence. Paralell young hostess groups –on duty- warned the groups in that sense proposing to nominate a Buli sofor person among them who can deliver the other members of the groups home-safe.

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Target audience and approach In a wider sense we planed to address three million drivers who use regularly cars and who-presumably-consume alcohol and simultaneously they drive under alcohol influence. We could not reach-directly all of these-so we focused with our message to the population aged 18-30 mainly males but females as well. We addressed those young ones who enjoy the weekend in discos, bars or clubs.

.Following desk research on existing drink-driving prevention campaigns across Europe and their efficiency, HAFRAC decided to promote the D&D to help reducing road traffic accident under alcohol influence in Hungary

After having assessed the different campaigns elements in other EU across and having assessed those against the Hungarian drinking and driving cultures, decision was made to run the campaign directly at point of consumption and to deliver the message face-to-face with the target audience Campaign elements and actions The implementation of the campaign had three parts:

1. Public/Private partnership approach: HAFRAC contacted the relevant stakeholders on the issue to receive their endorsement both on objectives and campaign activities

• Some names: We set up a list of VIP persons. It includes about 80 names of

stakeholders from ministries, committees, media and parliamentary parties etc. • Arranged visits of the most useful ones;

Ministry of Health: Dr.Katalin Rapi State Secretary Dr.Ágnes Horváth State Secretary Ministry of Education: Dr.János Szüdi State Secretary Sándor Brassói Deputy General Parliamentary Committee of Health: President Dr Mihály Kökény

Parliamentary Committee of Education: President Dr Zoltán Szabó and others, like Béla Buda etc.

• Running the campaign in 52 major towns in Hungary ( 210 premises from discos, bars, and clubs)

• Press conference before and during Buli sofor operation in Budapest to increase level of awareness of the campaign

2. Running the campaign in 52 major Hungarian towns

• Mapping out on-trade premises together with Coca-Cola: 210 discos around 52 towns were identified according to criteria of most popular on –trade among the target group. We made a so called „disco-pub-club map of Hungary” which includes the most fashionable places in Budapest, around Lake Balaton and in other cities. These places were mostly visited by the young generation.

• Contracting and training the Buli sofor team composed by 8 young boys and girls who undertook to visit by group of 2/3 these places – mainly at night.

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To be visible on site, the team was wearing a specially produced T-shirts (see on enclosed photos) The process was the following: These Buli Sofor team visited the discos, bars and clubs identified through the mapping. The team was welcoming the guest at the entrance and through face-to face discussion with the target group enquired:

a) their knowledge about the law b) their perception about the dangers of drunk driving c)deliver the message that drunk-driving does not match and that there are other alternative, in particular the designated driver and trying to convince one person in the group to become the Buli sofor. This person was offered to wear the Buli sofor T-shirt to be identified at the bar to receive free soft drinks as well as a voucher for pizza. In addition, the Buli sofor team distributed the information leaflet to everyone in the premise.

3. Mass communication of the activity Prior to events in town, the local media was informed about the Buli sofor actions to attract the target group. After the event, information to the press was delivered to reinforce the message. Campaign results HAFRAC did not conduct pre-test but made post-test. Evaluation against the objective

Methodology for the pilot: post evaluation and measurement to set-up a benchmark for next year’s campaigns in knowledge about the law; perception of dangers of drunk-driving; the knowledge about designated driver concept as an alternative to drunk-driving /quantitative/questionnaire through face to face interview on premise by Buli sofor team

Results:

90% of face to face interviewed welcomed the initiative and particular valued the fact that it was delivered through peer-to-peer communication in a non-patronizing way. 70% stated that they were aware of the danger of driving under alcohol influence. From the face to face evaluation, 10% of those enjoying weekend in discos declared that they „can drive even better after two-three shots”. HAFRAC will reflect stronger on this elements for next year’s campaign

HAFRAC conducted post test evaluation regarding the knowledge of Buli sofor among the young generation. The former hostess group addressed many young ones (aged between 18-30) in the street and in schools or campuses gave them this questionnaire (one is enclosed as appendix) for filling out.

The questionnaire included 8 questions: Age Gender Qualification

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Did you hear about HAFRAC? Do you know if somebody drives he/she should not drink even a drop of alcohol? Do you know what Buli sofor means? If yes where did you hear about it? When did you hear about it? Related results The Buli sofor programme has a short-term impact which is mainly due to the on-site (Horeca) activities of the team. It is partly successful but we are not sure that the behaviour of the disco generation-who drive-changed immediately after they got the knowledge of the harmful effects of driving under alcohol influence. More important is the medium- and long- term impact. This comes from the mass media because we constantly repeated the „do not drive if you drink message” in television interviews, in radio talks, through newspapers, distributed leaflets. In 2006 out of the 10 million inhabitants of Hungary we could reach 7-8 million people to whom we outlined the general objectives of HAFRAC: in the mass media this Buli sofor campaign –as an exact programme-was well manifested. The summary of our 2006 media activities can be seen bellow:

Summary of people to whom the message went through in 2006

Media Date People (reached)

------------------------------------------------------------------------------------------------ • Magyar Televizió/Kékfény 27 January 1.1 million • MTI 24 May media oriented • Kossuth Radio/Napközben 24 May 2.5 million • Duna TV/Hiradó 24 May 0.4 million • Petőfi Rádió/Délelőtt 26 May 1.2 million • Kossuth Rádió/Rádiósélet 26 May 2.7 million • Polgárőr Magazin April 0.1 million • GRSP publication June 0.1 million • Hafrac web-site June several hundreds • Thema weekly newspaper 21 June 0.5 million • Drinks Industry Initiatives EFRD 2006 n.d. • Don Pepe Publication July 0.3 million • Bárkultura magazin 1/2006 all HORECA outlets • RTL Television 25 Sept 2.7 million • Echo Television October 0.3 million • ATV television 17 Nov 0.5 million • MTI 19 Oct media oriented • Kossuth Rádió/Napközben 14 Dec 2.5 million __________________________________________________________

Total: 7.5-8.0 million readers, listeners or viewers Conclusion In general

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In 2006 the most important result of HAFRAC was the ability of sending the two major goals to the stakeholders, to the young generation and to the society: promotion of responsible use of alcohol beverages among those who are not at risk and who have already made the choice to consume alcohol. And prevention of abuse of alcohol beverages targeting those most at risk and vulnerable(drivers, under age-and binge drinkers etc.).

Buli sofor In the Hungarian society the young generation is not yet totally aware of danger of driving under alcohol influence so HAFRAC has still a lot to do in order to change this mentality. It is very important to change the opinion of some “big boys” who are convinced that they can drive well even under alcoholic influence. Recent data sadly shows that in 2006, the number of accidents caused by drunk persons increased by 7 % versus 2005. So in February 2007 the members of HAFRAC decided to continue the Buli sofor campaign in another form.

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2.8 IRELAND Introduction In the most recent report from the Department of Transport and the Road Safety Authority (Bedford et al 2006), it is estimated that alcohol is a factor in 37% of road fatalities under review. Of those drivers where alcohol was a contributory factor 90% were male. The average age for male drivers killed was 30 years this contrasts with female drivers who average for drivers killed was 44 years. On becoming operational in January 2003 Mature Enjoyment of Alcohol in Society Limited (working title MEAS) identified the development of specific initiatives to reduce the incidence of drink driving in Ireland as one of its core objectives. Following discussions with various interested parties, including the National Safety Council10 (the state sponsored body in Ireland with responsibility for road safety), An Garda Síochána (the Irish Police force) and the Drinks Industry in Ireland, MEAS set about undertaking a long term Designated Driver awareness campaign to complement National Safety Council and An Garda Síochána initiatives aimed at reducing the incidence of drink driving, and in turn the incidence of road fatalities and injuries, within Ireland. The first phase of the new MEAS Designated Driver campaign was launched in December 2003. Entitled “Drive Straight and Designate” the campaign calls on the public when out for a drink to designate a member of their group to refrain from drinking alcohol so he/she can drive the group home safely. Subsequent phases of the campaign were undertaken in December 2004, March 2005, October 2005 and December 2005 this coincided with MEAS’s participation in the 2004/2005 Pan-European Designated Driver campaign. Activity also took place in 2006 around key times such as the St Patrick’s Day Festival, Halloween (late October) and Christmas 2006. Running period While the MEAS campaign is ongoing this report deals specifically with the timeframe 1st September 2005 to the 31st December 2006 inc. This covers the period of time as applied for under grant proposal TREN/SUB/02-2005. In this timeframe a significant impetus has been given to the designated driver concept in Ireland in 2006 through the substantial investment of Coca Cola Bottlers Ireland (€620,000 +) in the promotion of the concept. Coca Cola Bottlers Ireland (CCBI) has indicated it intends making a medium term commitment to this promotion which is supported by MEAS and by the principal trade associations involved in the hospitality industry in Ireland. Parties involved The organisation coordinating the project is: 10 As of the 1st September 2006 the Road Safety Authority (RSA) has taken over the function as the state sponsored body in Ireland with responsibility for road safety.

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Mature Enjoyment of Alcohol in Society Limited Merrion House 1-3 Fitzwilliam Street Dublin 2 Ph: + 353 1 611 4811 email [email protected] Partner organisations: Licensed Vintners Association, Ballsbridge, Dublin 4 (LVA) Vintners’ Federation of Ireland, Rathfarnham, Dublin 14 (VFI) These organisations are member companies of MEAS. NOffLA, the independent off-license association in Ireland, has also supported the MEAS campaign. As noted above, MEAS supports the CCBI campaign. CCBI is not a MEAS member company. Objectives The objectives for the campaign undertaken by MEAS are as follows:

• Encourage the Irish public to designate a non-drinking driver when out for a drink; • Promote the use of alternative modes of transport (ie public transport, taxis, etc)

when a non-drinking driver is not available; • Encourage the public to plan their night out in advance; • Encourage the licensed trade to incentivise use of the designated driver concept

amongst patrons; • Compliment initiatives being undertaken by other national organisations to enhance

road safety in Ireland; and • Evaluate the impact of the MEAS Designated Driver campaigns.

Target audience and approach MEAS’s approach is informed by data collated by the Garda National Traffic Bureau, by research commissioned by the Drinks Industry of Ireland following its 2001 campaign, and by the research commissioned by MEAS following its 2003, 2004 and 2005 campaigns. In urban areas drink driving amongst under 25 year olds is less of an issue than in rural Ireland; it is a more significant issue in older age cohorts in both urban and rural areas, and, in general, is less of an issue amongst females than males. Some social class differences are also apparent. MEAS’s campaign has been designed and adjusted in line with the research findings, and seeks to compliment and support other relevant initiatives, for example, the CCBI initiative, and the initiatives undertaken by the Irish Road Safety Authority, the Automobile Association of Ireland, and the Gardai (the Irish police force). The communication channels employed to target our selected audiences in the context of the budget available are (i) radio, both national and local; (ii) press, primarily national; (iii) advertising in licensed premises with the support of the LVA, VFI and NOffLA, and (iv) via our web site and Email. MEAS has put a web link in place to the CCBI website (which provides information by area and by town on the premises participating in the CCBI

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initiative), and CCBI has incorporated reference to MEAS on its website and in its promotional materials. Campaign elements and actions During the period of this final report (1 September 2005 until 31st December 2006) MEAS undertook eight main actions/elements:

a) A campaign based around the Halloween Weekend (October Bank Holiday).This followed up on a successful campaign in October 2004. The campaign was centred around an original illustration commisioned by MEAS and supported in various media. MEAS also attracted support from the media who published this poster as part of a PR campaign organised by MEAS.

b) MEAS ran an extensive campaign over the Christmas period 2005. This included

national radio and national print media. Support was given by the LVA and the VFI. (This support came through the provision of free non-alcoholic drinks to designated drivers, the placement of specially designed materials in premises, as well as advertisements in their membership magazines.)

c) A comprehensive report on the issues of designating a driver as well as quantitative

research on the Christmas campaign was undertaken by one of the leading market research company’s in Ireland, Behaviour & Attitudes Ltd. This research was commissioned by MEAS and meets the standards laid down for the evaluation of European Designated Driver campaigns.

d) MEAS designed and distributed to an audience of 10,000 a specially commissioned

postcard and ecard which continued on the creative theme developed previously. This campaign centred around Ireland’s largest public festival, St Patrick’s Day, in March 2006.

e) In the lead into Christmas 2006 on Saturday 23rd December MEAS placed a ¼ page ad

on the front page of Ireland’s largest and most influential national papers (Irish Times, Irish Independent & The Examiner). For a the day in question they had a combined sales figure in excess of 350,000 with a readership figure of 1,400,000, this equates to 50% of all adults in Ireland.

f) A specially designed Christmas card around the issue of Designated Driver was

developed by MEAS. The card carried on the creative theme developed in earlier communications. This was then sent by first class post to 500 opinion leaders in the area.

g) MEAS formed a strategic partnership with Coca Cola Ireland (CCBI) who have who are

now running two heavily advertised Designated Driver campaigns during the year. The first one targets the summer period while the second targets the Christmas period. As part of this partnership the MEAS logo “drinkaware.ie was carried on all communications materials produced by CCBI. It has been indicated by CCBI that commitment for the medium term will be give to this programme. This initiative is also supported by the principal trade associations involved in the hospitality industry in Ireland.

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h) During the timeframe of this project MEAS took the strategic decision to launch a consumer facing brand drinkaware.ie. In basic terms drinkaware.ie will take the job of all consumer facing communications while MEAS will take the job of communicating with Government, shareholders and industry. While the primary focus of drinkaware.ie will be on excessive drinking, MEAS still sees the issue of drink driving in Ireland as an area of enormous importance.

As part of this launch MEAS developed a special page on web site drinkaware.ie entitled “Getting Home Safely”. This page gives viewers hints and tips as well as very pratical information on getting home safely. Timetable for public transport both on a local national level as given as is information on getting taxis in many cities within Ireland.

Campaign results The launch of drinkaware.ie took place in November 2006 and consisted off a heavily weighted campaign on national TV Radio Outdoor and the internet. To evaluate this campaign MEAS undertook significant Quantitative and Qualitative research with leading Irish market research company Lansdowne Market Research. For the Quantitative research, the sample was quality controlled to reflect the adult population structure. This survey also conforms to criteria on confidence intervals. Prior to that MEAS undertook a rigorous set of surveys for the years 2003 2004 and 2005 each of these surveys took place in the subsequent January for each year. MEAS commissioned Behaviour and Attitudes Ltd. to conduct quantitative research to evaluate levels of awareness and attitudes to the MEAS Christmas 2005 Designated Driver Campaign. This research also examined issues around designated driving. The survey undertook in January 2006 consisted of a nationally representative sample of 1,201 adults. The interviews took place face to face in 60 sampling locations around the country. The sample was also quality controlled to reflect the adult population structures. This survey also conforms to criteria on confidence intervals. Central Findings

• 31% of all adults drive when going out to social engagements • About 3% of the adult population “normally” drive home after a few drinks (5% of all

drivers) • 21% of drivers who drink, say that they drove after having a single drink (or possibly

more), this Christmas • 1 in 7 (16%) of adults claim that they “normally” operate a Designated Driver system. • 89% of the population are aware of the idea of a Designated Driver • 42% of all motorists say they personally operated as a Designated Driver at

Christmas, 2005 • Almost 6 in 10 adults claimed to be aware of advertising promoting designated driving

at Christmas, 2005 • More than half of all adults surveyed strongly believed that a campaign of the type run

by MEAS has a good likelihood of changing drink drive behaviour • Designated Drivers had increased by 33% since 2003 • 3 in 4 strongly approved of more vigilant enforcement of existing drink drive

regulations

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• 7 in 10 strongly endorsed wide-scale random breath testing, and • 7 in 10 strongly felt that rural transport services were inadequate to facilitate those

who want to avoid drinking and driving. As a note a more comprehensive form of random breath testing was introduced in Ireland in July, 2006. The opportunity for the Designated Driver campaign to support and compliment regulation and enforcement initiatives in the area of drink driving has been increased in Ireland as a result of the implementation of a more comprehensive approach to enforcement and the introduction of random breath testing. Conclusion Significant progress has been made in the development of a Designated Driver initiative in Ireland. MEAS has played a leadership role in the promotion and acceptance of the concept. Increased support amongst the public is evidenced in the research findings. Support for the promotion of the concept is growing substantially: the National Safety Council (recently incorporated into the Road Safety Authority (RSA)) promoted it via television advertising over Christmas, 2005; and significant on-premises support is being provided by CCBI with the assistance of MEAS and the hospitality trade associations, both over the festive season, and in 2006, during the peak summer holiday period. MEAS appreciate the solution of this issue lies in a partnership approach combined with consistent enforcement of road traffic regulations. In fact this approach is now bearing success this is shown in the decline in road fatalities in Ireland over the period of this project. In 2005 the road fatalities were 396 persons while in 2006 we saw a reduction to 368 persons. This trend has carried on into 2007 with official Garda figures on road deaths to the 22nd March showed that 87 person had died in 2006 while in the same period in 2007 only 69 road deaths occurred. MEAS with its partners will actively seek to continue with this downward trend in 2007. Through our work with CCBI, trade representation bodies such as the LVA and the VFI and working with An Garda Síochána we look forward to delivering tangible reduction in road fatalities in Ireland over the coming years.

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2.9 ITALY Introduction Background of the campaign In Italy the general alcohol consumption is rather quickly passing from wine during meals to beer during evenings and week-ends; from the traditional Latin habit to the Nordic habit, especially among youngsters. The attitude towards drink and drive is very bad, as shown in the following SARTRE 3 results. When asked how much alcohol is allowed to drink before driving, Italians demonstrated the worst information of all EU populations:

54

65

90

91

91

91

91

97

98

29

60

62

65

71

78

78

83

83

86

88

95

97

97

100

36

27

9

8

8

5

5

3

2

49

36

34

32

25

21

17

10

13

12

3

1

10

8

4

4

22

5

4

4

5

5

7

4

14

1

5

4

1

1

2

1

0 10 20 30 40 50 60 70 80 90 100

Switzerland

Cyprus

Slovenia

Estonia

Slovakia

Croatia

Czech Rep.

Hungary

Poland

Italy

Ireland

Spain

Austria

Portugal

United Kingdom

Average

France

Netherlands

Greece

Germany

Belgium

Denmark

Finland

Sweden

%

1-2 units 3-4 units 5 units and more This already too generous existimation of the allowed quantity is combined with a very alarming admission of overcoming even that quantity. When asked how many days, during the last week, have driven under conditions exceeding the legal alcohol limitation, Italians have admitted “One or more days” more than every other EU Country, except Cyprus:

90

0 , 31 , 7

2 , 12 , 7

35 , 5

7 , 18 , 7

1 9

00 , 30 , 4

0 , 71 , 9

2 , 42 , 5

2 , 83 , 7

55 , 8

6 , 67 , 4

7 , 88 , 8

0 2 4 6 8 10 12 14 16 18 2 0

P o la n d

E s t o n ia

C z e c h R e p .

S lo v e n ia

H u n g a r y

S w i t z e r la n d

C r o a t i a

S lo v a k ia

C y p r u s

S w e d e n

D e n m a r k

F in la n d

U n i t e d K in g d o m

N e t h e r la n d s

G e r m a n y

Ir e la n d

A u s t r i a

E U

P o r t u g a l

B e lg iu m

F r a n c e

S p a in

G r e e c e

It a ly

The confidence demonstrated by Italian answerers to the SARTRE interviewers is probably facilitated by the lack of controls by the Italian police, the rarest in Europe:

3 9 ,9

4 9 ,4

6 0 ,9

6 4 ,2

6 8 ,9

7 0

7 8 ,1

7 8 ,3

7 9 ,8

3 5 ,7

5 8 ,9

6 2 ,5

6 7

6 7 ,4

6 8 ,4

6 9 ,6

7 3 ,9

7 6

7 8

8 5

8 7 ,5

9 0 ,8

9 2 ,3

9 6 ,1

2 6 ,8

2 3 ,1

2 1 ,6

1 5 ,7

1 9 ,6

1 8

1 2 ,5

1 2 ,1

1 4 ,9

2 6

2 6 ,1

2 3 ,4

1 8 ,2

1 7 ,4

1 9 ,8

1 6 ,4

1 5 ,1

1 6 ,9

1 5 ,5

1 0 ,3

7 ,1

6 ,2

4 ,4

3 ,2

3 3 ,2

2 7 ,5

1 7 ,5

2 0 ,1

1 1 ,5

1 1 ,9

9 ,4

9 ,6

5 ,3

3 8 ,3

1 5

1 4 ,1

1 4 ,8

1 5 ,2

1 1 ,8

1 4 ,1

1 1

7 ,1

6 ,5

4 ,7

5 ,5

0 ,7

3 ,3

2 ,9

0 10 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 0 10 0

E s t o n ia

S lo v a k ia

C ro a t ia

S lo v e n ia

C ze c h R e p .

C yp ru s

H u n g a ry

P o la n d

S w it ze r la n d

F in la n d

S w e d e n

N e t h e r la n d s

P o r t u g a l

F ra n c e

S p a in

G re e c e

E U

G e rm a n y

B e lg iu m

A u s t r ia

D e n m a rk

U n it e d K in g d o m

Ire la n d

It a ly

n e v e r o n ly o n c e m o r e th a n o n c e

Record regarding driving under the influence of alcohol:

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Unfortunately, in Italy official records about drink-driving, as implemented by police corps, are not reliable: only about 1% of the accidents should be caused by DUI as a whole, and even less under influence of alcohol. The reasons have already been mentioned above: the number of controls is exceptionally low, and policemen themselves don’t like to follow the heavy procedure, not only implicating a long series of operations during the control itself but, when the BAC is found illegal, the subsequent trial is terribly time-consuming, and frequently lawyers are able to make vanish all the procedure for formal reasons. What have been done in the past During the preparation of the previous Designated Driver campaign 2004-2005, wich should have been based on the collaboration of many Italian Public Administrations, we had to face strong resistances, mainly due to the fear of a bad impact upon the economy of various Italian Regions, rather depending from the production of wine. Much of that work has been devoted to involve the Police forces into the campaign itself. Although started very late, and therefore only parly implemented, that previous campaign has been deeply involving the police agents, as shown in the picture:

Short history of how it came about From the collaboration with the Police of the Municipality of Cuneo, addressed to the rather wide attendance (200.000 persons) to an Exibition in that town, it became possible to expand the collaboration with the Regional Government of Piemonte, one tenth of Italy, and one of the most representative as wine producer, as well as wine consumer. Another Region addressed by our efforts, during the months May, June and July 2006, have been the Regions Trentino and Veneto, seemingly the most affected by the problem, but also the only ones alredy subject to some sensitisation, thanks to the influence of the Austrian campaigns, rather well known by the German speaking inhabitants of Trentino, and subsequantly expanded to their administrations.

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Finally the Region Piemonte has been chosen as the main target of the campaign 2006, because in this Region previous information had been disseminated amongst youngsters about the EuroBob campaign, three years ago, but still without an effective implementation of this measure. Running period of the campaign The campaign has been divided into 5 phases: 1) planning, scheduling and material preparation: April 12th – Aug. 31st 2006 2) pre test measurement: 1st Sept. 2006 – 20th Sept. 2006 3) information and sensitisation campaign: delivery of material/face to face contacts with population: from Oct. 1st to Jan. 15th 2007 4) enforcement phase: enhanced police control of BAC on drivers: Oct. 4th - Dec. 2nd 2006 5) post test evaluation: Jan. 15th – Feb. 15th 2007 Parties involved The campaign is now co-financed by the Region Piemonte, Regional Head Office of Local Police Corps (Regione Piemonte, Assessorato alle Polizie Locali). The National Road Police, depending from the Ministry of Interiors, participated in the enhanced enforcement phase. The Regional office of the Ministry of Education has actively collaborated to the campaign by the delivery of information throughout the school system To the campaign have collaborated 28 Municipal Administrations, listed below: Municipality of Alessandria Municipality of Beinasco Municipality of Biella Municipality of Bruino Municipality of Cameri Municipality of Chivasso Municipality of Comunità collinare aree pregiate del nebbiolo e del porcino Municipality of Comunità Montana alta Val di Lemme alto Ovadese Municipality of Comunità delle colline tra Langa e Monferrato Municipality of Cuneo Municipality of Dormelletto Municipality of Galliate Municipality of Mondovì Municipality of Nichelino Municipality of None Municipality of Novara Municipality of Novi Ligure Municipality of Omegna Municipality of Pinerolo Municipality of Rivalta di Torino Municipality of Rivarolo Canadese Municipality of Rivoli

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Municipality of Saluzzo Municipality of Settimo Torinese Municipality of Torino Municipality of Valenza Municipality of Vigliano Biellese Municipality of Volvera Objectives

1) Information: enhancing the number of people knowing the BAC legal limit (0,5) 2) Information: enhancing the knowledge on the legal consequences of being caught

driving with a BAC over the 0,5 g/l limit 3) Information: enhancing the knowledge of the physical and psychological consequences

on the driver with a BAC over 0,5 g/l 4) Sensitisation: explaining how to measure, theoretically (“bocca della verità” pocket

format) and empirically (alcohol test), the BAC on their own body according with the number of glasses of alcoholic beverages assumed.

5) Checking the knowledge amongst the population of the designated driver practice 6) Prevention: Contrasting the drinking and driving phenomenon through the adoption of the

Designated Driver practice Target audience & approach General population, without limit of age, gender or professional status. The campaign has been disseminated through face to face contacts during exhibitions, local markets, high affluence places. In these occasions, policeman and psychologists were providing to the audience the following information and distributing the following materials, adapting the language and communication strategies according with the different population group’s characteristics:

1) Information on legal limit of BAC 2) Through the “bocca della verità” tool (big format), the operators were, indicatively,

calculating to what, in terms of glasses of alcoholic beverage, the BAC correspond in the subject according to the following parameters: weight, gender, age, modality of alcohol assumption, type of alcoholic beverage and health condition of the subject

3) Distribution of small reproduction of “bocca della verità” tool (pocket format), to enable the drivers to (indicatively) calculate by themselves the BAC according the above mentioned characteristics

4) distribution of a BAC etilotest, to check the real BAC in the subject body in other occasions

5) distribution of informative material about physical and psychological consequences on the driving situations with different BAC levels

6) distribution of informative material about all the legal consequences and procedures of being caught with a BAC over the limit.

The same material has been disseminated through other channels:

1) schools

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2) private non for profit organizations 3) private organizations 4) public places

Campaign elements and actions The campaign material are showed and described below: “Bocca della verità” - big format the operator is discussing and (indicatively) calculating with the subject to what, in terms of glasses of alcoholic beverage, the BAC correspond according to the following parameters: weight, gender, age, modality of alcohol assumption, type of alcoholic beverage and health condition of the subject

“Bocca della verità” - pocket format This pocket format of the “bocca della verità” was distributed to the target groups, enabling them to calculate by themselves, indicatively, the BAC according to the above mentioned parameters. The front page of the tool is a parking disk, in order to convince the user to keep it in the car; the inside part, left page, display the tool for calculating the BAC. In the insight, right page, direction for use of the tool plus information to sensitise about the drinking and driving consequences.

“Bocca della verità” – pocket format, outside

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In the outside, left page, there are all the legal consequences of being caught driving over the BAC limit. To sensitise a wider audience, the slogan of the campaign has been translated into several languages as English, French, Germany; plus two languages of the highest number of immigrants in the area: Albanese and Rumen. Finally, the sentence has been also translated into a local dialect, quite popular in the area of interest.

BAC Etilotest This single use etilotest was distributed to the population, in order to allow the target group, in occasion of assumption of alcoholic beverages, to first estimate indicatively the BAC level with the “bocca della verità”, and then to check it empirically with this useful and practical tool.

Leaflets and brochure After having withdrawn the attention of the target group with the above materials, with concise information, brochures and leaflets with deeper information on drinking and driving have been distributed: during the first part of the campaign, based on the sensitisation actions, the operators were already introducing and explaining to the target group the

96

second phase, based on an enhanced level of enforcement. With this procedure the target group has received all the information needed to prevent drinking and driving (BAC level, to what empirically correspond in terms of alcoholic beverage glasses, etc.), it has been sensitised and finally informed of an enhanced enforcement action that would have followed the campaign. With this procedure the enforcement activities were not perceived as “a way to raise money” of the official bodies, but rather as an important part of an integrated, multi phase campaign.

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Campaign results In order to evaluate the effects of the campaign on the targeted population, a survey with before and after phases has been conducted.

A semi structured, vis-à-vis questionnaire, based on the questionnaire provided by IBSR has been specifically prepared. The translation into Italian language has been tested with a pre-test.

254 questionnaires were administered, by professional psychologists, to a representative samples of the population in the before phase and 240 in the after phase.

The following main topics were explored in the questionnaire:

1) awareness of the campaign 2) definition and knowledge of the concept of what is the practice of a designated driver 3) self reported behaviour about this practice 4) in which situations this practice is implemented

After the filter questions at the beginning (driving licence and having driven at least once in the past 12 months) the subject is informed about the anonymity of the interview, the kind of interview and than the interviewer proceeds with the questions.

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Question Q1a explore the simple awareness of the concept of “designated driver” in the subject; in case of positive answer, the interviewer proceeds with the following questions on this “good practice”. In case of negative answer, the interviewer avoids specific questions on the topic, but he/she provides some general information on this practice and asks the opinion of the subject about it.

Q1a Lei ha mai sentito reclamizzare il concetto di “Conducente Designato”? (ex ante)

SI21%

NO79%

Q1a Lei ha mai sentito reclamizzare il concetto di “Conducente Designato”? (ex post)

SI42%

NO58%

As we can see from the comparison between the two figures, in the before phase the 79% of the population never heard about or did not have any idea about the practice of the designated driver. In the phase after the campaign, the 42% of the interviewees declared to know this practice. The percentage reported in the first figure (21%) can be attributed to precedent information about the initiative, in 2005. The question Q2a, administered only to the sub sample of population that declared to know the practice of designated driver, explores how the level of declared knowledge corresponds to a real and effective knowledge of this practice.

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The interviewee is explicitly asked to describe the practice, without any help from the interviewer. The only answers valid are those which describe in an exhaustive manner the practice of the designated driver.

Q2a Chi è il Conducente Designato? (ex ante)

non sa/non risponde

2%risposta sbagliata

22%

risposta corretta76%

Q2a Chi è il Conducente Designato? (ex post) non sa/non risponde

6%risposta sbagliata

6%

risposta corretta88%

As we can see in the comparison between the two figures, the 76% of the sample in the before phase correctly describe the practice of designated driver: this percentage arises up to 88% of the sample in the after phase. Interesting to note that there is a wide distance between the subjects that had declared to know this practice and failed on describing it in the two phases: summing wrong answers plus don’t answers, we have a 24% in the before phase and only the 12% in the after phase. Amongst the person of group of people that are chosen as designated driver, we can see that in 38% of the cases the driver is found among friends in the before phase; the same typology of group is found with the highest percentage in the after phase, with 58% of the sample declaring it. The habitual partner is chosen as designated driver in 3% of cases in the before phase and 5% in the after phase.

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Q5 Lei conosce qualcuno che è stato scelto come Conducente

Designato? (ex ante)

No36%

Si, qualcun altro15%

SI, uno dei miei amici/amiche

38%

Si, il mio/la mia partner

3%

Non sa, non risponde

8%

Q5 Lei conosce qualcuno che è stato scelto come Conducente Designato? (ex post)

No30%

Si, qualcun altro7%

SI, uno dei miei amici/amiche

58%

Si, il mio/la mia partner

5%

In the before phase, 40% of the subjects interviewed declared to have used the support of a designated driver: after the campaign this percentage arises up to 57% of the sample

Q6 Lei è già stato portato a casa da un Conducente Designato? (ex ante)

SI40%

NO60%

Q6 Lei è già stato portato a casa da un Conducente Designato? (ex post)

SI57%

NO43%

To the people that have proposed themselves as designated driver or that have been chosen to be a designated driver, it has been asked in which occasions mainly they played the role of designated driver. In this case, there are no significant differences in the before/after phase: the highest percentage declares to cover the role of designated driver mainly over the week-end and during the national vacation events, followed by the meetings with friends (lunches and dinners) and than any time that is needed.

Q7 Lei quando ricopre principalmente il ruolo di Conducente Designato? (ex ante)

Principalmente nei w eek-end e nelle festività

47%

Solo nelle occasioni

speciali di ritrovo (pranzi e cene

tra amici)25%

Lungo tutto l'anno, ogni volta

che si rende necessario

14%

non sa / non risponde

14%

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Q7 Lei quando ricopre principalmente il ruolo di Conducente Designato? (ex post)

Principalmente nei w eek-end e nelle festività

41%

Solo nelle occasioni

speciali di ritrovo (pranzi e cene

tra amici)33%

Lungo tutto l'anno, ogni volta

che si rende necessario

13%

non sa / non risponde

13%

The question Q9 investigates the opinion of the entire sample about the designated driver practice, in both situation, where the subject knew about it, or after the interviewer has explained it. About 60% of the sample in average considers the practice as a “good” one, and about 30% evaluate it as an excellent initiative.

Q9 Cosa pensa Lei di un’ iniziativa di questo genere (che promuova la pratica del conducente designato)? (ex ante)

una buona iniziativa

62%

un'ottima iniziativa

31%

né buona, né cattiva

7%

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Q9 Cosa pensa Lei di un’ iniziativa di questo genere (che promuova la pratica del conducente designato)? (ex post)

una cattiva iniziativa

1%

una buona iniziativa

57%

un'ottima iniziativa

32%

una pessima iniziativa

4%né buona, né

cattiva6%

The negative evaluations (“bad” and “very bad” practice) score a very low percentage (4% and 1%) but they surely need a deeper analysis for future planning and improvements. Even if the original questionnaire did not foresee a deeper qualitative analysis, the professional psychologists responsible for administering the interviews, collected also the qualitative motivation upon all the negative evaluation. The subjects interviewed, other than belonging to the sub sample that did not hear about the campaign, are not contrary to this initiative (to designate a driver that does not drink alcohol), at the contrary, they declare to already behave in such way as a habit: the opinions are oriented towards the campaigns in general, considered, by this sub sample, not able to substitute more important forms of education in these matters, such as the family contest, the schools and other authorities. Conclusion The above reported results are, overall, encouraging and support the validity of the initiative, already recognised over the years as one of the best practices to contrast the drink driving phenomenon. The positive points are found in both the knowledge of the campaign in the target population, that recognises and remembers the topic and concept, and in the following actions taken by the subjects reached by the campaign. The costs of the intervention are in this case limited, thanks to the collaboration of the police corps, that carried out their face-to-face intervention during the normal working hours. It has been found also a positive feed back from the policemen that participated in the non repressive part of the campaign: the interaction with the citizens in a educational, sensitisation, non repressive action has been considered a good chance to improve the relationship between authorities and citizens. The main goal of a good effectiveness evaluation system is to measure the effect of the campaign on the population. The results of these measurements can be used in many ways, as the cost/benefit ratio, the effectiveness and efficiency analysis, fixing new goals to reach in the next campaign: this evaluation can provide useful feedbacks in order to understand

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correct and improve eventual future editions of the intervention, avoiding self praise and excess of optimism. Important suggestions can be withdrawn from the present report, to improve the future planning of this important practice. For instance, the question Q5 shows how common and dispread the designated driver practice is amongst friends and habitual groups of people, while the usual partner is not chosen, in a satisfactory percentage, in order to cover this role. In the planning phase of an eventual future edition, particular attention should be focused on this aspect, trying to understand why, despite the high frequency of the situation, many drivers do not ask the partner to drive for them. In the question Q7, that explores the situations in which the designated driver practice is used, the encouraging percentages scored in situations like week-ends, special events, holidays, cannot be considered a sufficient result; a possible goal of a future campaign (related to the results mentioned for Q5) could be the increase in percentage of people that declare to be ready to cover the role of designated driver “along the entire year, any time is needed”.

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2.10 THE NETHERLANDS Introduction On 14 December 2001 the BOB campaign was launched in the Netherlands. After a period of several months of preparation, Bob was introduced to the Dutch public through the mass media. However, Bob was not totally unknown in the Netherlands, as there had already been a small-scale campaign in the province of Zeeland. Prior to the launch of the Dutch BOB campaign a preliminary test was carried out. The most important research question in the test was to what extent Bob would be a successful concept in the Netherlands. Furthermore, it was intended to assess whether the Belgian Bob concept could be copied, or whether it needed to be adapted to the nature and mentality of the Dutch. Based on the results of this test the BOB campaign was set up in the Netherlands, and in 2006 it was refined further. Specific for the years 2004 and further, a goal has been formulated to reduce the number of drivers under influence of alcohol during the weekend nights, to the level of 3,5% or less. This goal should have been reached by the end of the first period (end of 2006). Starting-point was at first instance the level of 4,3% drivers with alcohol during weekend nights at the start in 2001. In former reports a starting percentage of 4,6 in 2001 was mentioned and a target of 4% or less. In 2004 an important change took place in the investigation. Instead of comparing 2 years with one another, one has chosen to set up a time schedule starting from 1999. The first advantage is that there is a better comparison between the years; not only national but also on the level of police-regions. The second advantage is that this method gives a continuous and stable series, which will be replenished on a yearly bases. The third advantage lies in the fact that the result nog longer depends on which locations have been controlled and which dropped out. Running period of the campaign A mass media campaign is held every year, carried out in two phases by the Ministry of Transport, Public Works and Water Management. These two campaign phases run during the winter months and over the summer period. The first mass media phase in 2006 ran from the end of December 2005 until the beginning of March 2006. The second mass media phase ran from end of May 2006 until mid September 2006. At the end of December, a new mass media phase started. This phase will continue until the end of March 2007. The activities of 3VO and its partners, the so-called below-the-line campaign are of a continuous nature and will ran during the campaign year from December 2005 until end of February 2007. Parties involved The BOB campaign in the Netherlands has three leading organisations; the Ministry of Transport, Public Works & Water Management (V&W), the united importers and producers of beer, wine and spirits and Veilig Verkeer Nederland (the Dutch Traffic Safety Organisation). In previous reports the name 3VO was mentioned. In September 2006 the name has been

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changed into the former name – before the fusion of the 3 organisations – that had been used until the year 2000 by the largest of the 3 partners of the fusion. V & W is responsible for (part of) the mass media campaign, through radio and TV commercials and billboards on motorways. Veilig Verkeer Nederland (VVN) is responsible for the total coordination, part of the mass media campaign (warning signs in lay-bys along national trunk roads, regional and local media) as well as the control, guidance and support of all local and regional activities. In addition, VVN is responsible for the cooperation with commercial partners. At the beginning of 2006 the following partners were involved in the Dutch BOB campaign:

- VVN, - V & W, - Ministry of Health, Welfare and Sports (VWS), - The united Dutch producers and importers of beer, wine and spirits, - Koninklijk Horeca Nederland (Royal Catering Industry Netherlands trade

organisation) (KHN), - Pon’s Automobiel Handel BV (Volkswagen), (Pon’s Motorcar Trade) - Nationaal Instituut voor Gezondheidsbevordering en Ziektepreventie (Netherlands

Institute for Health Promotion and Disease Prevention, NIGZ), - Nederlands Olympisch Comité * Nationale Sport Federatie (Netherlands Olympic

Committee* Sport Federation, NOC*NSF), - Koninklijk Nederlands Korfbal Verbond (Royal Dutch Korfball Association), - Regionale Organen voor de Verkeersveiligheid (Regional Body’s for Traffic Safety), - Korps Landelijke Politie Diensten (National Police Services Agency, KLPD), - Team Alert, - Nederlandse Darts Federatie (Netherlands Darts Federation) - RentABob chauffeursdiensten (RentABob driver’s services) - European Union/BIVV - Royal Dutch Skating Union (KNSB) - Referee Sportsmarketing - Univé Insurances - Imaba Graphical Services - Dota BV

Objectives VVN aimed to further communicate and develop in the Netherlands the BOB campaign, which was developed by the BIVV and successfully carried out in Belgium since 1995. The objective was to change from name familiarity among the public (now more than 95 %) into a further positive attitude with regard to the BOB role. In addition, who formed part of the traffic was called upon to condemn the phenomena of drinking and driving. The BOB campaign was realised in the Netherlands by VVN, The Ministry of Transport, Public Works and Water Management and The United Dutch producers and importers of beer, wine and spirits. The Ministry of Transport, Public Works and Water Management is specific responsible for the mass media campaign. The united Dutch producers and importers of beer, wine and spirits and the Catering Industry (umbrella organisations) carry out activities in the hotel and catering sector. Furthermore, VVN aimed to introduce the BOB campaign at sports federations. Of the 30,000 registered sports clubs in the Netherlands, 10,000 have their own canteen where alcoholic drinks are often served.

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For the BOB campaign, which was specifically embedded within the Dutch situation where the administrative tasks of the various administrative levels are decentralised, VVN was in charge of carrying out road safety campaigns and projects at a regional and local level, carrying out the BOB driving simulator project and acted as the national coordinator of all BOB activities in the Netherlands. The campaign was carried out in the Netherlands in accordance with the specifications for the implementation of the BOB campaign in countries of the European Union, as developed by the BIVV. Target audience, approach and campaign elements The objective of the first mass media phase in 2006, which ran from the end of December 2005 until the beginning of March 2006, was to further develop the name familiarity and awareness. The Bob concept and philosophy turned out to be so known and strong that a simple reference was sufficient. The design of the billboards on the motorways was simple

but effective. The pay-off “Bob jij of Bob ik” (Who’s the Bob?) which was used in the first years of the campaign was replaced in 2003 by the pay-off “Daar kun je mee thuiskomen” (You can come home with that). This pay-off is also used in other road safety campaigns, thereby ensuring continuity. In 2006 the mass media expressions were mainly related to situations where the public was at the home environment (diners, birthday party’s) and in the hotel and catering industry. From various alcohol checks it became evident that although a lot of offenders are indeed to be found at the hotel and catering area, they often start drinking at home. Especially amoung younger people this so-called drinking before going out, is quite popular. During the winter campaign 2005/2006 new Billboards were placed which elaborated on the familiarity of the philosophy behind the BOB campaign. The aforementioned preliminary test revealed that Bob could only succeed if there was an atmosphere in which Bob could be deployed as a positive promotion

in which Bob was explicitly not a “loser”, but not a hero either. The Dutch BOB campaign distinguishes itself here from the Belgian, and is more in line with the Dutch national character. Bob is explicitly: “one of us, and one of the best of us”. Different spots were used in the two mass media campaign periods. During the summer-campaign of 2006, the combination between Bob and sports has been made. The emphasis in the communication was put on the use of alcohol; in sport-canteens, during visiting sports-events, while watching sports-events in a pub or a bar and while watching sports-evens with your friends or with your family at home. World Championship In the TV-commercial we see the most enthusiastic fan of Holland (dressed in orange). His friends are also fan but not that enthusiastic as he is. In everything it shows that the fan is

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totally getting loose during a game but also in the pub where he is enjoying a glass of water. He is having a real good time because that is very well possible without alcohol. Also his friends point out to us that he is always sober. The last shot shows us the sober Bob who is bringing his friends home safely. General sports We picture a game at a remote football-field. No public, except for a few older men who play ball just for the fun of it. And than suddenly the world-goal, that you would definitely not expect at such a football-level. His team-mates do not congratulate him and do not party along with him, instead they take someone else on the shoulders. The old men standing at the touchline already remarks: that must be the Bob! Radio For this medium two different versions were available. One for the World Cup Championship and two for just in case the Dutch Team would no longer participate in the World Cup. In the World Cup radio-spot the emphasis was put on the agreement between the supporters; who will stay sober and drives us home safely. As long as this has not been agreed, the game will start later. In the other two radio-spots the focus is on the interaction between the players on the field. Who will be the Bob? During the first phase of the winter-campaign (half December until half February) the focus was on putting Bob in the spotlight, using the slogan “You are the top, Bob!”. In the period half February 2007 until the end of March 2007, the Ministry of Transport, Public Works & Watermanagement (V&W) joined the VVN-activities with billboards with professional skaters. In both mass media phases V&W used

- 150 billboards on national trunk roads - 1 new TV commercial in addition to the already existing ones - radio commercials - Web site www.bobjijofbobik.nl

Actions The activities of VVN and its partners are continuous. The following activities have been, and are being, carried out. The objective of all these activities is to give the BOB campaign a face at a regional and local level and to create recognisable contact points for the BOB campaign. The mentioned activities are only a limited overview of all the activities that took place on a local, regional and national scale. Central to the activities of VVN and its partners is creating a “Frapper Toujours” situation on the one hand and building local and regional networks in which Bob activities can obtain a long-term basis on the other.

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Below is a short overview of the activities: Bob Driving Simulators

In 2006 the driving simulator was deployed for a total of 157 days. Up to 16.000 “drink and drive journeys” were made by the public that were present. As the journeys were shown on large monitors the effect was greatly multiplied among the many tens of thousands among the public present. The use of the Bob driving simulator has been sponsored by the united producers and importers of beer, wine and spirits and supported by Pon’s Automobielhandel BV (Volkswagen).

The new minister of Foreign Affairs, Mr. Maxime Verhagen, obviously enjoys his ride in the Bob driving simulator. Beer draw society On a yearly base the Central Brewery Office organises the so-called Beer Draw Society. This is a meeting of politicians, policy makers and socially related organisations. During the very pleasant meeting in The Hague (traditionally on the third Tuesday in November) the chairman of the Central Brewery Office was intensively referring to the importance of Bob and the contribution of the Dutch Beer brewers to the Bob campaign. National beer draw competitions Bob was prominently present, by means of especially developed promotional materials at the 32 regional beer draw competitions, during the 12 provincial finals and during the national final of the Central Brewery Office. Totally 1500 participants and 6000 visitors from the Hotel and Catering branche visited these contests. Furthermore, the organisation and the presenters have intensively pointed out the role of the Bob. During the national final of the Beerdraw competition the before mentioned driving simulator was deployed. Bob promotional cars At the beginning of 2005 the very popular Bob Beetles have been replaced by a pair of Volkswagen Golf Plus. During the year 2006 they are used during all kinds of events. These Golf’s have been made available to VVN by Pon’s Automobielhandel BV (Volkswagen importer) for a period of three years.

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Starting from November 2006, one of those two Bob Golfs had been taken into use by the Olympic Skating-champion Bob de Jong. In this way the Golf would be in the picture at large skating tournaments during the winterseason.

Starting from October 2004, VVN has a Bob Citroen 2CV at its disposal, this is a popular model called ‘Ugly Duck”. This 2CV emphasizes the friendly and kind character of the Bob campaign. The 2CV will be deployed at events where the more humorous and playful aspect of Bob will be highlighted. The Bob Ugly Duck will often be found at various events of old-timers and classical cars, where the Bob Ugly Duck will be the

leader of the tour.

Bob Hot Air Balloon At the end of 2004 a special Bob Air Balloon was produced and delivered. This balloon made 24 sails in 2006 throughout the whole country. This balloon is exploited by the company Action Ballooning from the Frisian city Joure and can be deployed for several events, based on a fixed rate. The balloon has not only be deployed for the yearly balloon events, like the Balloon feasts in Joure and the ‘Twente Ballooning’, but also at the start of the regional Bob campaigns. Hotel and Catering In 2006 three major Hotel and Catering (Horeca) trade fairs were organised in the Netherlands. These are the Horecava in Amsterdam, the BBB in Maastricht (both in January) and the Horecabeurs in Hardenberg (September). VVN and the partners from the alcohol and hotel and catering sector have seized upon these trade fairs to create enthusiasm in the hotel and catering sector. As companies that sell alcohol the catering companies can play an important role as ambassadors for the BOB campaign. Encouraged by the presence of the recognisable stands, the Bob driving simulator, promotion teams and project management, visiting hotel and catering companies have begun discussions with VVN. This meant that the number of Hotel and Catering companies taking part in the Bob in 2006 would increase to a total of about 2.400. A special Bob starter’s package has been developed for the hotel and catering sector which comprises of:

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- 25 key rings - 100 beer mats - 1 T-shirt M - 1 T-shirt XL - 50 Free cards - 2 Stickers - 10 beer trays.

Mid to end of December 2006 2.371 starter’s packages were ordered for/by the Hotel and Catering companies. This more than exceeds the objective of over 1,000 participating hotel and catering companies in the first five Bob years. In addition to the use of the Bob starter’s package the participating hotel and catering companies have carried out various activities. VVN has tried to stimulate that the hotel and catering companies would put the Bobs in the limelight for that. Special actions focused on this target have been carried out in various regions. A good example of such actions found place in the provinces ‘Noord-Brabant’ and “Gelderland”. Under the title ‘Bob remains fresh’. Restaurants and pubs serving meals in the region Brabant offered non-alcoholic drinks to the Bobs. These soft drinks were presented in a special glass. At the end of the evening, when going home, the Bobs could take this special glass with them. By giving the glass as a present, the action was given an even broader scale. A total of over 350 hotel and catering companies in both provinces participated in this action. A total of about 30.000 soft drink glasses haven been filled with non-alcoholic drinks and have been taken home by a Bob. Materials In consultation with the advertising agency that carries out the mass media campaign for V & W, designs have been made for various Bob (information) materials. In accordance with the procedure as is used in the Netherlands these materials have been offered for ordering to all relevant intermediaries, such as local VVN departments, VVN districts, councils, Regional Bodies for Road Safety, hotel and catering companies and the police. Since 2003 Materials can be ordered directly from VVN on the Internet. Due to the huge popularity, a number of intermediaries such as Regional Bodies for Road Safety have had various kinds of materials made on the basis of the authorised designs. These numbers only refer to what was ordered straight from or used by VVN. The key rings in particular, but also intermediaries often ordered materials such as beer mats, posters and key cords, straight from suppliers. The actual number of key rings that were distributed in the Netherlands is about triple the number that was used by VVN for several occasions such as the spotting campaign, regional conferences and alcohol checks. (The total numbers form 2002 to 2005 in brackets):

- Key rings in accordance with Belgian model 291.000 (1.032.400) - Ballpoint pens 9.150 (83.400) - Balloons 21.200 (92.100) - T-shirts, various sizes 1.757 (3.054) - Trays 105 (7.658) - Beer mats 78.696 (78.952) - Banner (181) - Transparent stickers public and police 42x5 328 (4.524) - Boomerang Free cards 9.600 (153.400) - Posters 83x118 70 (1.710) - Posters 50x75 0 (8.160) - Posters 50x70 1.530 (10.920) - Leaflets 86.500 (319.000)

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- Stickers 14x5 24.800 (117.600) - Stickers 54x85 mm 867 (4.899) - Beer trays 16 (15.603) - Bob aprons (waiter’s apron) 38 (286) - Super inlay felt for Bob trays 155 (966) - Key cords 5.549 (11.442) - Winter jackets promotion teams 14 (91) - Bob umbrellas 121 (527) - Bob College bags 33 (316) - Bob caps 1.002 (2.784) - Bob shirts 8 (244) - Rubbish bags for in car 10.270 (38.340) - Bob Bidon 306 - Bob playing-cards 161 Note: In 2005 an agreement has been reached with the printing company ‘Sypro Media’

in Zutphen concerning the print of leaflets, brochures and beer trays for the VVN network. The people/companies related tot the VVN network will now be enabled to order directly at Sypro. This implies that those materials will no longer be a part of the VVN administration.

Mid July 2002 a so-called Bob home package was introduced. A small package with various Bob materials comprising of:

- 1 Bob T-shirt (white) - 5 Bob key rings - 5 Bob stickers - 1 Bob beer tray - 5 Bob balloons - 1 Bob pen - 1 Bob leaflet

This package can only be ordered through the Internet. In 2006, 225 home packages were ordered. This package can give attention to the BOB campaign at home (family party, birthday). The total number of people/companies ordering (hotel

and catering companies, government bodies, VVN network, police, private individuals, companies, etc.) was more than 1.000 up to 2006. Internet Through its VVN Bob site (www.wieisdebob.nl) VVN offers information to the public about the BOB campaign, alcohol and traffic, the various activities and the possibility to place orders for materials online. The public can also respond directly to the BOB campaign by e-mail. A central aspect of the work of VVN and its partners is the actual support of regional and local Bob initiatives. The support usually involves coming up with ideas and passing on the knowledge and experiences of other projects. The use of the site is still not perfect. Especially with a further improvement of the underlying structure, we expect to optimise the dynamics, which might result in an increase of the use of the site.

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Promotional teams Thanks to the great popularity of the BOB campaign many VVN volunteers have paid a large part of the costs of the promotional work at local level themselves. The offered facilities (Bob Golf’s, digital cameras for recording, clothing, breathalyzer equipment, stand material, support in stand construction, stickers for vehicles, promotional material, publicity support) were crucial for the quality of this voluntary promotional work. In some exceptional cases use was made of the offered professional promotional teams. This applied mainly for the many alcohol checks of the police during the night. VVN took part in these alcohol checks to promote the Bob campaign. Sport The annual Driving and Drinking Habit survey of the Advies Dienst Verkeer en Vervoer (AVV) (Advice Service Traffic and Transport) of the Department of Public Works revealed that 8% of the alcohol problem on weekend nights stems from drinking alcoholic beverages at sport club canteens. For VVN this was already back in May 2002 reason to enter into a cooperation agreement with NOC*NSF (Dutch Olympic Committee/ Dutch Sports Federation). The intention of this agreement was that at the level of the affiliated sports associations sub-agreements would be entered into, and that sports clubs would organise activities in the Bob theme in collaboration with other parties at a local level.

The activities, mentioned in the previous reports, were mainly carried out on a continuous base. Apart from these activities the campaign-year 2006 (January 1st, 2006, until March 1st, 2007) merely focussed on Football (Summer) and the professional skating. During the summer-campaign, VVN was touring with a classical and rather striking Volkswagen T2 throughout the country, visiting various football-events, in order to draw attention to the importance of the role of the

Bob during and after the match. During the period that The Dutch Team was playing football, we have been touring with the Bob bus for 20 days. Especially for this occasion, we produced 100.000 Bob key rings in the colour orange with a little football in the letter O of Bob.

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From the start of the professional ice-skating season at the beginning of November 2006, the Bob campaign has been portrayed emphatically in all (international) World Cup-games. During all games clearly visible utterance of Bob was shown along the skating-stadion. During skate-games in The Netherlands (World Cup, Sprint and World Championship All-round) the VVN-promotion team was present to meet the public and to discuss the role of Bob. The public was requested to fill-in a declaration. Approximately 4.500 of these declarations have been completed. The Olympic skating champion Bob de Jong has committed himself to the Bob campaign as ambassador. The outfit of Bob de Jong shows various Bob expressions. A new partner of VVN has made this cooperation possible from the insurance branch. Insurance company Univé has committed itself to the Bob campaign of VVN for the period of at least two years. Billboards in lay-bys and on motorways VVN has a network of 300 small billboards of 83 x 118 cm at lay-bys along national trunk roads. As plastic panels are placed on the boards, and not posters, they are of good quality and have a strong image. In view of the fact that VVN owns these boards there are no costs involved in the purchase of the relevant media. VVN only has to invest in the direct costs for design, production and direct placement costs by subcontractor Imaba. The theme of the publications in 2006 has been sports combined with well-known roll models from the sports world. Local and regional activities The strength of the Bob campaign is mainly owing to the combination of mass-media attention for a target-group – as large as possible – of the general public via local and regional activities and visible presence of Bob at local level. VVN is stimulating the presence of Bob by means of rendering service via materials, promotional teams and support by the professionals of VVN. Stating an exhausting list would go to far. Please find herewith a random selection of all activities The Rotterdam Transport Company (RET) started at the beginning of 2006 with special Bob busses. The Bob busses were used during the weekends to transport the public from the places of entertainment safely to their private address around the area of Rotterdam. During the yearly event called “The Sneek Week”, which was held at the northern city Sneek (at the beginning of August) is a project carried out by the transporting-company ARRIVA. Visitors of the “Sneekweek” had been offered the opportunity to travel with the special Bob Arriva busses at strongly reduced price. The aim of offering this opportunity was to prevent the use of the own cars for visiting the bars and pubs on the so-called Starting-isle (the isle

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in the lake – the central point for activities and events). In the place the ‘Bob Ferry’ offered Gorinchem the ferry across the river ‘Boven Merwede’ during the summer-period. Pilar Car Protectors In a joint cooperation with the companies Data and Imaba, VVN is trying to set up a network in parking garages of so-called Pilar Car Protectors (PCP’s) with a Bob message on it. The PCP consists of a protection foil filled with cotton wool, to be used around pillars at parking garages with the aim to avoid parking damage at the vehicles.

On the outside of the PCP a message can be printed. A first trial has been carried out in September 2006 in the parking garage of the Arena building in Amsterdam. The companies mentioned, have started the acquisition for this project at the beginning of 2007.

Campaign results It has been agreed with the Ministry of Transport, Public Works & Water Management that a study into the campaign will be carried out by de Rijks Voorlichtings Dienst. The study revealed that the BOB campaign was again well received by the public in 2006. It was shown, for example, that the BOB campaign in comparison with other so-called Postbus 51 (government) campaigns score significantly better.

BOB campaign Public over 18

Benchmark Postbus 51

Reach to public

98%

80%

Mark (1-10)

7.7

6.9

Assessment (1-7) Credible Clear Informative Not irritating Funny

5.5 5.9 5.6 5.6 4.8

5.0 5.3 5.1 5.2 4.1

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Positive attitude towards the Bob-method.

The attitude towards the Bob-method (agree on beforehand who will drive home) has been maintained during the time. The objective is that 85% has a positive attitude towards the Bob idea.

The general public has a constant positive attitude towards the Bob-method. The level is continuously at the level of the objective.

The pre-measuring in the winter of 2004/2005 showed a slight increase, but the attitude of target group 1 remained fairly constant at the level of the objective. After the post-measuring of the winter 2005/2006 it showed a slight increase.

At target group 2, the attitude fluctuates around the level of the objective. The post-measuring of 2006 shows a decrease under the level of the objective.

Target group 1: 18 – 34 years old being in the possession of a driver’s license and who drink alcohol occasionally. Target group 2: 35 – 55 years old male being in the possession of a diver’s license and who drink alcohol occasionally. Concerning the issue of making preliminary Bob agreements, the figures below show a changing pattern over the last years, despite the fact that the percentages are rather high.

After the summer of 2005 the level of the general public shows an increasing line and is above the objective.

At target group 1 the level is fluctuating, starting summer 2005, but is still around the level of the objective. In the post-measuring of 2006, the level ((93%) is far above the objective.

Target group 2 shows a fluctuating level as well, and the last measuring (from summer 2006) is above the objective.

doelgroep 1doelgroep 2sportkantinebezoekers18+doelstelling (85%)

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Making preliminary agreements is in the sporting-canteens very positive, the level is 84% and is far above the objective.

Percentages of persons that always make agreements on before hand according to the Bob method (if you go out with friends for a drink or for a visit, one uses the car and alcohol will be drunk) Base: respondents who occasionally use the car when going out (but form it is not a matter of course who will not drink or drive). The frequent use of the term shows that Bob is a good tool in opening the discussion. The public is released, as it were, from the discussion, which is (perceived as) difficult on people’s drinking behaviour. In practice it is easier and more appealing to ask beforehand who is going to be Bob. Traffic safety results Despite the fact that among the various participants satisfaction prevails concerning the before mentioned campaign results, finally one thing matters: traffic safety! The main question is and will be in what degree does Bob contribute to the reduction of Driving under Influence of Alcohol and to what extend this eventually will result in a decrease of the total number of injury victims. Official research of the Advies Dienst Verkeer en Vervoer (Transport Research Centre, AVV) of Rijkswaterstaat (Public Works and Water Management) has shown that in 2005 the number of drivers driving under the influence during nights at weekends was 2.8%. This was a decrease of 17% compared to the 3.4% in 2004. In relation to the start of the Bob campaign, the percentage of drivers under influence during weekend nights has declined from 4,3% to 2.8%, this means a decrease of about 36%. The graph underneath shows the decrease.

doelgroep 1doelgroep 2sportkantinebezoekers18+doelstelling (75%)

Trendbreuk

zomer '03 winter '03/'04 zomer '04 winter '04/'05 zomer '05 winter '05/'06 zomer '06

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The 2.8% from this research is significantly higher than the average score at police checks. During official police checks the so-called Preselection Equipment was set to such a permillage (0.7 ‰) that in the final official breath test an offence against Article 8 can be indisputably proven legally. During the AVV research the measurements are taken according to the actual limit. Victims Year Traffic Fatalities Traffic Fatalities Percentage Related to drink driving total

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Year Hospital Traffic Hospital Traffic Percentage

Victims related to Victims total Drink driving

1999 3.300 19.410 17% 2000 3.100 18.300 16,9 2001 2.900 17.820 16,3% 2002 3.000 18.420 16,3% 2003 2.900 18.660 15,5% 2004 2.800 18.060 15,5% 2005 2.500 17.680 14,1% Source: AVV The number of Traffic Fatalities related to Drink driving in 2006 was 100, a further decrease of 15 in relation to the 2005 figure (12.3% of totally 811). The number of Hospital Traffic Victims related to Drink driving in 2006 was 2.300 (12,8% of totally 17.900) Related results In the Netherlands, alcohol checks are carried out both at a national level by the Korps Landelijke Politie Diensten (KLPD) (National Police Services Agency) and at a regional level by the 25 police districts. Since the reorganisation of the Dutch police in mid nineteen nineties, data about traffic surveillances is no longer kept centrally.

In 2006, the KLPD held a total of about 100,000 breathalyser tests. Of these about 1,000 (1%) breath tests led to an offence against Article 8 of the Dutch Road Traffic Act (WVW). Unfortunately there are no final figures known about the alcohol checks of the 25 regional police districts, as the figures are not registered centrally. According to the Stichting Wetenschappelijk Onderzoek Verkeersveiligheid (Road Safety Research Institute, SWOV) it is estimated that in 2006 the 25 police districts carried out approximately

1,600,000 breathalyser tests. Experience has shown us that between 1 and 1.2% of these breathalyser tests result in an offence against Article 8 of the WVW, which would mean a total of 15,000 to 18,000 fines in 2006. The actual number of fines in 2006 however is estimated to be around 40,000. The difference is based on the fact that in 2006 many police districts held specific checks at times and locations where many drivers driving under the influence were expected, such as after sports events and at nights during weekends near bars and restaurants.

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2.11 POLAND Introduction In 2004 Foundation “KRZYŚ” has joined to Pan–European Designated Driver Campaign, with the main objective of raising awareness of drunk driving and the designated driver concept. The campaign was mainly focused on the concept of designated driver (KRZYŚ in Poland). KRZYŚ is a person who does not drink when he has to drive and who is responsible for driving the rest of the party home safely. “KRZYŚ” has to be always sober and courteous driver. The innovative character of the concept, compared to other designated driver campaigns lies in the personalization of the designated driver symbolized by KRZYŚ, a sober and courteous driver what is easy to recognize because he or she has a lapel badges. So everyone knows who the driver is and who does not drink. Running period of the campaign The Designated Driver Campaign in Poland was run from 1st September 2005 to 28th February 2007. Parties involved The following organisations are involved in the Polish designated driver campaign:

- KRZYS Foundation, leadership of the campaign - MIVA Poland - St Christopher Foundation - Krzystof Holowczyc Foundation “Safe Driver” - National Road Safety Council - Headquarter of National Police - The campaign was co-financed by the European Commission

Objectives The main objectives of the campaign were:

• To promote the designated driver concept • To increase awareness of problems associated with drinking and driving • To eliminate drink-driving from roads

Target audience and approach The KRZYŚ campaign was aim to reach all motorised road users to make them aware of risks of drink-driving. Each of campaign elements was directed toward particular group “at risk” (young people, students, wedding guests, party-goers, etc.).

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Main target group: Young people between 18 and 25 years old (the group at greatest risk according to statistics and traffic authorities). Secondary target group: motorist older than 27 years old and parents, legal tutors or adults that might have a direct influence on the behaviour of the main target group. Campaign elements and actions

• Website which pay special attention to the KRZYŚ campaign – www.krzys.org.pl

• Leaflets, key rings, stickers, t-shirts, mugs and lapel badges informing about designated driver campaign

• Exhibition presents Andrzej Mleczko’s (famous polish graphic designer) and Krzysztof Hołowczyc’s (European Rally Champion) advice about drinking and driving, named “Be Safe Driver”. Exhibition was presented across the country.

• Presentation to young people of the movie titled “The Experiment” – prepared with Polish dubbing and with introduction and closing by Krzysztof Hołowczyc in his rally uniform and car (develop several years ago with the support of the European Commission, ADAC and the Amsterdam Group) showing the reduction of the driving abilities after drinking (movie was distributed to high schools and to centres where people from all over the country are going to take the driving exams). In whole country were prepared special presentation of the movie experiment (at universities, in summer during for example: VW Castrol Cup, Surf Festival, Ford Kite Cup).

• Rally named “Sober, Courteous and Safe Driver”, organized with the Polish Automobil Club. During the rally concept of designated driver will be promoted

• Visit to technical schools to promote the designated driver concept and to increase awareness of problems associated with drinking and driving among young people.

• Press conference and the appeal to the drivers prepared by the Foundation “KRZYŚ”, MIVA Poland, Headquarter of National Police, National Road Safety Council and press office of the Polish Bishops’ Conference concerning road safety (concept of designated driver was promoted)

• In July 2006 the Foundation “KRZYŚ” was cooperate in preparing special events (picnic with a few concerts) – during the picnics the concept of designated driver was promoted.

• Due to cooperate with Headquarter of National Police and local police forces concept of designated driver was promoted during police road checks.

• European Night Without Accident – on Saturday the 15th of October for a silent and safe night Foundation “KRZYŚ” in collaboration with Responsible Young Drivers was organized the campaign in the biggest nightclubs. The concept of designated driver was presented in 10 nightclubs across the country. During that night, the Foundation’s “KRZYŚ” volunteers were suggesting the drivers to enter into an undertaking: to show that they are responsible enough so they won’t drink any alcohol before taking the wheel to go back home in total security. That type of undertaking allows the potential passengers to have a guarantee to go back home in one piece after the party. The volunteers asked every young driver to show that he/she is a responsible driver by wearing a recognizable armband.

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Later at night, when the young reveller has left the club, volunteers were suggesting him/her to test his/her undertaking, by using a breathalyzer test. If he/she undertook it seriously, he/she was rewarded with a lot of gifts. Otherwise volunteers were encouraged him/her to leave his/her car on the side or to entrust the car to a friend who was sober (under no circumstances volunteers weren’t repressive or negative; volunteers only suggesting the simplest solution and obviously the most reasonable).

Campaign results Designated Driver Campaign in Poland was started in September 2004, so far we can say that:

• There were more than 5.500 visitors on the website: http://www.krzys.org.pl • 0,5 million people received the leaflet informing about designated driver campaign • 0,6 million people watched exhibition presents advice about drinking and driving,

named “Be Safe Driver” • 0,7 million people watched the short film “The Experiment” which shown the reduction

of the driving abilities after drinking • 35,000 people were participated in special events (picnics with a few concerts) • 25,000 people received lapel badge, key ring, T-shirt which pay special attention to

the KRZYŚ campaign - designated driver campaign. • The event – European Night Without Accident - organised in nightclubs resulted in

20.000 young people being introduced to the designated driver concept, with 725 agreements to be the designated driver that night. 95% of them said they would now apply this concept when they will be going out at night.

Conclusion In conclusion, the start of Designated Driver campaign in Poland was a success (opinion - drunk driving becomes unacceptable). But the general campaign objectives are long-term goals which cannot be achieved quickly. Therefore there is the intention to extend the campaign (new elements).

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2.12 PORTUGAL Introduction

This campaign is the application in Portugal of a concept already used in other European countries. It aims at establishing the concept of the “designated driver” as the person who takes care of driving on a particular night – a different person within the same group each night- without consuming any kind of alcohol. The objective is also to make the concept socially known, accepted and valued. The underlying philosophy of this campaign is, since the launch of the first edition, in 2002, the concept of prevention, education, harm reduction and not the use of shocking or repressive messages/images, hence the importance of the fact that this campaign is coordinated by a civil society entity, not associated with institutions viewed by young people as a part of the State. In its fourth stage in Portugal, 100% Cool campaign, once again, spread out to the whole country, with the support of 28 town halls, most of which were large urban centres. The 4th stage of the campaign had the High Appointment of the President of the Portuguese Republic, who, not only, sent a representative to attend the institutional launch, but also attended himself one of the activities of the campaign (accompanying the work of one of the Night Brigades), as well as the institutional support of the European Commission, the Secretariat of State for Youth, through the National Youth Institute (IPJ), the Ministry of Internal Affairs and the National Traffic Authority (D.G.V. – General Directorate for Road Safety) and the Lisbon City Hall. The 2005-2006 campaign maintained the support of British Petroleum, the radio broadcasting group Renascença (with the radio stations RFM and Mega FM) and gathered relevant new supporters, reinforcing the Campaign concept “Mission: To Return Home: Only One Can Drive Them Home Safe”, namely, Screenvision, the world’s leading cinema advertising company, providing premium marketing and media solutions for advertisers and comprehensive representation of the cinema advertising interests of its theatrical exhibitor partners; and SIC, a Portugal’s largest media group, owning three TV Channels. Furthermore, as a way of rewarding safe behaviours by 100% Cool Drivers, we were able to collect the following sponsorships that meant prizes: the Portuguese Football Federation (that offered Portuguese Football Team Merchandising), Holmes Place (a chain of fitness centres), Cat (clothes) Olá (Ice-Creams) and Nobel (a bookshop chain). During the course of the campaign, due to the setting up of what were called night brigades, young people, ranging from 18 to 30 years old were directly contacted by the campaign. Moreover, 3.889 alcohol tests were carried out, rewarding 878 who showed no trace of alcohol, representing 22,57% of the young people approached by the brigades, almost duplicating the percentage of those who showed no trace of alcohol on the previous edition (12%). Globally, the Campaign reached 20.047 young people directly contacted in the 9 Portuguese cities where the Campaign, through the “100% Cool Brigades”, was enacted on Friday and Saturday nights for eight weekends. Viseu was the city with the best result of young people with 0% BAC: 53,78%. Moreover, an increasing number of young people not only heard of the campaign, but also were aware of the concept.

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Running period of the campaign

The fifth stage of the Campaign took place between December 2005 and February 2006 and was kick-started with an institutional launch in Lisbon’s City Hall, with the presence of all the partners and stakeholders involved, namely those with which ANEBE had signed a protocol of understanding. This December event was followed by eight weeks of night Brigades (across 9 cities around the country every Friday and Saturday night), as well as by spots in Cinemas, Outdoors, among other means. After February the campaign entered a Road Show stage, also in nine cities, which was constituted by a seminar on the issue of “Young People and Alcohol”, mentioning the “Designated Driver Campaign”. Those Seminars took place in schools and in the auditoriums of the Regional Facilities of the National Youth Institute. In most of those events, road safety related stakeholders (public authorities) were also in attendance. Parties involved

While global responsibility for the campaign remained with ANEBE, as the project co-ordinator and manager, the campaign would never have been possible without all the support received from private and public entities such as:

Presidency of the Portuguese Republic www.presidencia.pt

www.mai.gov.pt

www.juventude.gov.pt

EFRD http://www.efrd.org/main.html

http://www.bp.pt

http://europa.eu.int

http://www.mega.fm

www.cm-lisboa.pt

http://sic.sapo.pt/online/homepage

Screenvision

screenvisioneurope.com

Objectives

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The ultimate goal is to reduce the number of road fatalities, using a harm reduction strategy, implementing “safe behaviours” among the target group. Taking this into account these were the major communication drivers of the campaign: a. Promote responsible consumption of alcoholic beverages while acting in a constructive way towards the issue of drink driving, especially among young people between the ages of 18 and 30. b. Communicate the advantages of moderate alcohol consumption. c. Create awareness that although consumption of alcoholic beverages is not harmful on its own, there are circumstances when there ought to be no consumption at all and at the same time pass on the message that alcohol abuse should be avoided at all times. The name of the “designated driver” in Portugal is “Driver 100% cool”, a term which the conducted research showed was positive in the eyes of the majority of the so called “night tribes”. This name will have contributed to increasing the social standing of the person that each night will be responsible of the security of the group and hence the desirability of this behaviour. Target - audience & approach

Primary target: Young people between 18 and 30 years old (the group at greater risk according to our partner traffic authorities). Especially, young urban males, with a drivers’ license, owning a car, already working, or belonging to a more well off social and economic environment. Secondary target: Parents, legal tutors or other adults that might have a direct influence on the behaviour of the primary target.

Campaign elements

The most important tools, relevant to the success of the campaign were:

1. Cinema Spots, 30.000 repetitions on cinema screens throughout the country, also Posters and “Stand Ups” in cinema foyers.

2. Editorial Support of SIC TV, the Portuguese Media Partner of the “Campaign”, providing updated information about the Campaign, from the launching until the release of the final results in a credible, independent and not advertorial way;

3. 100% Cool Night Brigades, operating in nine cities (Albufeira, Aveiro, Braga, Coimbra, Évora, Leiria, Lisboa, Porto and Viseu), 100% Cool Night Brigades started their night journey, in each city, between 11 p.m. and 2 a.m., delivering leaflets and contacting young people explaining the advantages of becoming a “100% Cool Designated Driver”. After 02 a.m. Brigades moved to the previously pointed out places, usually close to the entrances/exits of Car parks and breath tested young people. Those who showed no trace of alcohol would then be offered a gift (young people could choose between clothes and fitness centre discounts, bookshops ticket vouchers, ice creams, National Football Team Merchandising). Night Brigades were located next to Clubs, Discos, Bars, but also, especially during the first stage, by cinemas and other places, enabling them to contact youngsters before they went out. During the course of

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the two months that the Brigades lasted 26.563 young people were directly reached and over 5.000 breath tests were made.

4. Young Ambassadors, Diana Pereira (Fashion Model) and Alexandre Silva (Actor) accepted to promote Campaign’s messages participating on the launching event, media coverage and some Night Brigades.

5. Official Site which provided not only all necessary information about the 100% Cool Driver Campaign (e.g., how to join and why to join);

6. BP gas stations throughout the country, essential in the distribution of leaflets and in getting the message across not only to the young people before they went out at night, but also to their parents, so that they could motivate their sons and daughters to adopt a 100% Cool Driver behaviour. As in previous years we had several advertising material especially conceived for BP gas stations.

7. Collaboration with Mega FM, Portugal’s first youth radio station, which, during most of the campaign, kept on mentioning the Brigades and explaining the 100% Cool Driver concept.

8. Over 300 Mupies (large posters) spread throughout the 28 participating town halls across the country.

9. Road Show, seminars on Drinking and Driving / Young People and Alcohol in 9 cities around the country, over one thousand youths contacted.

Please see the examples below:

Mupie

Campaign results As mentioned above, the forth stage of the campaign has had results measured both by the number of youths contacted by the Brigades (approximately 26 thousand) that directly received the underlying message of the campaign “If you drink, don’t drive” and by an evaluation questionnaire, whose model was agreed on a European wide basis, with a little

Muppi with Alexandre Silva – Campaign Ambassador

Muppi with Diana Pereira – Campaign Ambassador

Night Brigades Vehicle

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over 1000 respondents, of which 50% were men and 50% women, with ages ranging from 18 to 30 years of age. These young people were from the Lisbon and Porto regions. The graphics below show the population characteristics (the first one shows the age distribution, the second one shows which percentage had Drivers’ License):

AGE

DRIVERS’ LICENSE

The following figure points out that 95% of the Drivers had driven in the previous 12 months.

The 100% Cool Campaign was spontaneously recognized by 48,4% of those interviewed. Higher recognition levels were registered by young people with driver’s license (61%). After a description of the campaign, its awareness levels rose greatly (73,1%), mainly in the Lisbon area (83,4%). 77% of the young men and women that recognized the campaign defined what it was in a correct manner. Data observable in the graphics bellow:

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The recollection of the campaign slogan “Missão: Regresso a Casa” (“Mission: Retun Home”) was 39.3% in Lisbon and 32,3% among those without driver’s license. These individuals remembered the campaign mainly from TV and radio programs (80%). Some pointed out that they “had heard about it”, not specifying where (18.5%). 100% Cool Brigades (8,8%) and the outdoors (7,8%) were mentioned as being the most important sources of information regarding the campaign. The graphic bellows shows that clearly.

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In terms of impact, among the young people that spontaneously remembered the campaign and defined correctly its concept, around 25% stated having already been the designated driver. The adherence to this initiative was greater in young people aged between 21 and 25 (29.4%) and in individuals living in Porto. The actual fulfilment of the designated driver role occurred mostly in the 18 to 20 year old segment (22%). A significant number of the inquired mentioned that their friends, boyfriends or girlfriends, acquaintances or relatives actually participated in the campaign (30.6%, 7.9%, 3.6% and 3.2%, respectively). Around 58.8% of the inquired have already been driven home by a designated driver, mainly in Porto (75.0%), the best sign that the campaign is heading in the appropriate direction. Please observe the graphics bellow:

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As for the campaign evaluation, this initiative is extremely well evaluated. 95.8% of the inquired consider it to be very good. 95.1% consider it to be useful, under the slogan “Mission: Return Home”, fulfilling its objectives (85.4%) and quite clear in terms of the information spread (85.6%), as the graphics bellow show:

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Conclusion ANEBE has a measurable notion – as a result of the evaluation study carried out – that confirmed the expected success of the 100% Cool Driver campaign, especially considering it is only in its third year. The Portuguese youth currently increasingly considers it to be a regular “modus operandi” in their night life, designating a person to drive as he/she didn’t drink at all or drank wisely. This will surely be linked to the fact that last year the number of road deaths and accidents had the largest reduction in 30 years in Portugal. Furthermore nearly 95% of the inquired consider the campaign to be very good, providing us all with a clear message of the relevance of this concept in today’s society. This assumption is further strengthened by the latest figures released by the Road Safety Institute of Portugal that clearly show us the decline in the numbers of young people involved in accidents with victims and with deaths:

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“Condução Segura e Comportamentos de Risco”

8 de Fevereiro

CONDUTORESINTERVENIENTES EM ACIDENTES COM VÍTIMAS

5,0

13,6 14

,4

12,6

11,1

9,5

7,9

6,5

5,2

3,8

7,5

4,6

12,8 13

,9

12,9

10,7

9,8

8,3

6,6

5,3

4,0

7,9

15-19 20-24 25-29 30-34 35-39 40-45 45-49 50-54 55-59 60-64 >=65

2005

2006

“Condução Segura e Comportamentos de Risco”

8 de Fevereiro

CONDUTORESINTERVENIENTES EM ACIDENTES MORTAIS

5,0

14,5

13,0

12,8

10,4

9,6

8,0

6,2

6,2

4,2

8,2

3,3

12,4 13

,4

12,3

10,1

9,3

8,6

6,8

6,1

4,2

12,0

15-19 20-24 25-29 30-34 35-39 40-45 45-49 50-54 55-59 60-64 >=65

2005 2006

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2.13 SPAIN Introduction and background The Fundacion Alcohol y Sociedad (FAS) is a non-profit making organisation that has introduced the concept of the designated driver amongst young drivers (16-25 year olds) in Spain in 2001. The designated driver campaign started in Spain in October 2001, under the name “Lince” and was repeated in 2002. After these campaigns, a study was carried out with a sample of 150 people from 16 to 30 years old, from Barcelona, Madrid and Sevilla. The objective was to explore the possibility of making the choice to be a “Lince” become a habit. The results were very optimistic: 93% of the sample evaluated the role of a “Lince” as “very positive”. Women valued the Lince role more positively than men, and they showed to be more open to be a Lince. 24% of the sample knew about the Lince project. In 2003, FAS carried out a qualitative study using briefings with experts from different areas who that were involved with a young audience (publicists, marketing experts, psychologists, sociologists, anthropologists and educators). This study showed us that the Lince name was inappropriate for the target group (young people from 16 to 25 years old). Therefore four agencies competed in a creativity competition in order to find a new name for the campaign. The agency that won this competition developed a new name, logo and slogan. In 2003 we launched this new approach and continued using it in 2004. To make young people familiar with the new approach, mass media were used, such as TV ads in Andalusia and Catalonia and radio advertisement during radio programmes for the young. We promoted cultural, sports and university activities. In 2004, we ran again a short national TV campaign (action on the short term) and we developed the strategy of being in the field of consumption (medium term) and educated pupils in schools within the Alba Project framework (long term).

ONE DRIVER EVERY NIGHT PROGRAMME

CHOOSE YOUR TURN WITH YOUR FRIENDS

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Along 2005 we worked on the same strategy, we had National TV Campaign (short term), we developed the strategy of being in the field of consumption (medium term) and educated pupils in schools from Educational programme frame work (long term). In 2006 we kept the same strategy, we had National TV Campaign (short term), we developed the strategy of being in the field of consumption (medium term) and educated pupils in schools from Educational programme frame work (long term) also we had changed the name of the campaign to “Designated Driver Campaign”, as the figure had reached high levels of knowledge, we decided changed the name of the campaign to the generic name of the figure. Running period of the campaign The designated driver campaign ran from the 1 September 2005 to 28 February 2007.

- TV Campaign: 2005 Campaign finished (first wave from May to June and the second wave in September). 2006 Campaign half way. Started in June until December.

- Being in the field of consumption: 2005 Campaign finished, started in April until December. 2006 half way. Started in April until December.

- School Education: 2005 school year is finished, run from October to June. This school year is in the implementation phase.

Parties involved In Catalonia, FAS made an agreement with “Servei Catalá de Transit” (the Regional Road Safety Administration). They gave their moral support to the designated driver campaign, as they believe it is a good way of fighting against drink driving. In exchange, FAS received access to the database of car accidents. In Andalusia, FAS made an agreement with “Instituto Andaluz de Juventud” (the Regional Youth Institute). The Regional Administration gave its moral support to the designated driver campaign, since they also believe it was a good means of fighting drink driving. In Madrid, the campaign has the support of the Transport Administration and we are negotiating an agreement to develop in the next four years concerning the promotion in points of consumption in 20 towns within the Madrid Community. FAS also signed an agreement with RACE (Motoring Association). They have worked with us in the actions at the point of purchase, with moral and logistic support. In June 2004, FAS obtained support for the campaign from de Direción General de Tráfico (Road Safety Administration). We put their logo on all elements of our publicity campaign and on all the merchandising, used during the promotions at the points of consumption. In June 2005 we signed an agreement with FIAT. We put their logo on our merchandising, used on the promotions, at the points of consumption while they gave us a vehicle to travel to the cities where we developed our actions. During 2005 we had the support of Coca-Cola in all the material we developed. Coca-Cola gave us free soft drinks for the Designated Drivers. We put their logo on our merchandising used at the promotions. Objectives The objectives of this initiative are:

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To make young people aware of the dangers of drink driving. To establish the role of the designated driver as a habit, and, on the medium and long

term, as attitude and as behaviour. From the point of view of the action, we plan to study the life style of young people

when they go out at night. From the communication point of view we want to know whether the messages were appropriate and whether the action is able to change attitudes so that people adopt the role of the designated driver.

Target audience & approach

The target audience continues to be young people between 16 and 30 years old, who go out at night, they could be drivers and passengers. Our main target is the drivers but also the members of the group, as we pretend that the decision of choosing a Designated driver should be a group decision. With our TV Campaign, our target is young people between 16 to 30 years old. Our goal is the knowledge of the figure between the young people. In the promotions that we developed in bars and discos, our target is young people between 18 to 30 years old. Our goal is to change and attitude at the point of consumption. We focus our messages not only on the driver, also at the members of the group. In the school program, our target is teenagers from 12 to 18 years old. Our goal is a change of behaviour. Campaign elements Following our strategy we work in different areas to install the designated driver figure:

• TV Campaign (short term): Our main objective is the knowledge of the figure. The campaign was launched for the first time in September 2003. After the campaign a quantitative study was carried out, the recommendations where included in the advertisement. These recommendations were to highlight the importance of the rotation between friends. During 2004 we carried out the National publicity campaign which had three waves, the first one was in June, the second in September and the third in November-December. The results which we obtained in the 2004 TV Campaign, with an investment of 1.472.936€, were from the communication point of view, an impact of 95% with 1.125 GRP´S. Throughout 2005 we had the National TV campaign broadcasted in two waves, the first one ran from the 23rd of May to the 16th of June, and the second wave was from the 5th to the 25th of September. With an investment of 1.192.005,57€, we obtained in the 2005 TV Campaign an impact of 91% with 728,2 GRP´S. After the first wave we had developed a post-test study to evaluate the campaign efficiency. And the results were: Impact

Impact of the campaign 71% (2005) VS 77% (2004) Branding 8% (2005) VS 4% (2004) Spontaneous memory 38% (2005) VS 35% (2004)

Spontaneous Communication

Drink driving issue 54% (2005) VS 78% (2004) Do not drink and drive 46% (2005) VS 68%(2004)

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Designated Driver 32% (2005) VS 17% (2004) Rotation of the figure 27% (2005) VS 9% (2004)

Suggested Communication

Interesting 77% (2005) VS 83% (2004) Original 74% (2005) VS 80% (2004) Involved 85% (2005) VS 80 % (2004)

Answer of the target

It offers the information clearly 57% (2005) VS 63% (2004) It is an spot that stands 72% (2005) VS 61% (2004) I am bored of watch it 0% (2005) VS 1% (2004) Watch it leaved me indifferent 1% (2005) VS 4% (2004)

To conclude we can say that we have an advertisement which achieved high levels of impact, high levels of memory, and also a very positive attitude for being original, interesting and involving. After this research we had made some changes in the advert: - To reinforce the branding of the Foundation we made the logo bigger. - As we have obtained high level of memory in the last years and everybody knows

the concept of Designated Driver, we had changed the name of the campaign to the concept “Designated Driver”.

In 2006 we re-launch the National TV Campaign again, the first wave on TV was launched in June 2006, the campaign will be on TV until December 2006. Also we broadcasted the campaign on radio programmes listened by adolescents. With an investment for this year, TV and Radio campaign of 1.100.000€ we obtain in the TV Campaign 226,1 GRP´S and on the Radio Campaign of 272,7 GRP´S.

• Actions at point of consumption (medium term): Our main objective is to change

the attitude where the consumption takes place, bars and discos. The week prior we developed a press conference with the town hall, where we communicated to all the young people that we are going to develop a promotion at the points of consumption.

The elected day a group of experts will be sent to consumption places to convince people to became a Designated Driver. The Designated Driver would then receive a passport and would be controlled all over the night in bars and discos to check that he/she has respected the contract, had 0º alcohol in their system. At each negative breath test, he/she will receive different prices (T-shirt, free soft drinks). At the end of the night he/she will receive a 20€ voucher to be use in petrol stations. Finally, before giving the 20 euros voucher of petrol, the designated drivers and a member of the group had to answer a questionnaire. The main focus will be young people being aware of the concept but not implementing it on regular basis. All the Promotions are supported by merchandising such as informative stickers for the toilets, PLV that are in bars, discos,

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informative stickers for the cars, photo frames, posters, etc. In 2006 we had renewed the merchandising.

During 2005 we had developed the promotions in the following cities: Granada, Cordoba, Sitges, Lugo, Lleida, Ferrol, Malaga y Girona. With the promotions, 2.124 people adopted the role of the Designated Driver.

During 2005 we had gave the “know-how” of the campaign to several town halls and the rights to use the merchandising of the campaign. The tow halls which developed themselves the campaign were: Alcalá la Real, Alfaro and Arnedo which had 662 people who adopted the figure of the Designated Driver. During 2006 we had developed the promotions in the following cities: Santiago, Lugo, Ferrol, Jaén, Córdoba, Málaga, Jerez, Sevilla, Tarragona, Girona, Coslada and Palma. In these promotions we had 2.873 people who adopted the designated driver role. During 2006 we had gave the “know-how” of the campaign to several town halls and the rights to use the merchandising of the campaign. The tow halls which developed themselves the campaign were: Alcalá la Real, Alfaro, Don Benito, Montilla y Zalamea de la Serena which had 855 people who adopted the figure of the Designated Driver. The results of the questionnaires showed:

o 54% of the participants in the promotions were men. And 46% were women. o 43% (2006) VS 44% (2005) of the people who participated in the promotions

were between 21 to 25 years old. 24% of the participants were aged between 16 and 20 years old. And 33% of the participants were aged over 25 years old.

o 65% (2006) of the participants always uses the car when they go out at night at weekends.

o 68% (2006) VS 76% (2005) Don´t drink and drive. 10% of the people said that they drink and drive sometimes VS a 7% (2005).

o 79% (2006) VS 75% (2005) of the Designated Drivers said that the resolution of being a Designated Driver is taken by the driver

o 84% (2006) VS 80 % (2005) of the sample knew the role of the Designated Driver. 83% of the sample knew the role of the Designated Driver through the TV campaign.

o 95% of the sample think that the role of the Designated Driver is very useful. o In a scale from 1 (very difficult) to 5 (very easy) the implant of the role as a

habit, 31% of the sample said that will be easy to implant the role. o 85% (2006) VS 78% (2005) of the sample think that installing the Designated

Driver role as a habit is necessary to develop this campaign for a long time.

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Merchandising for the campaign Flyer Passport Soft drink voucher T-shirts

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Petrol voucher Stickers for car windows Photo frame Stickers for toilets Gents Ladies Posters

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Stand

Pilot experience (Alcohol Brand-Designated driver)

Also during 2005 we developed a new strategy in the promotions at the point of consumption. We had tested four promotions, where the Designated Driver promotions and an alcohol promotions share the same space in a bar or a disco. The idea was to test how these two kinds of promotions can be developed at the

same time and in the same place. A new dynamic was created for this kind of promotion, the idea was that the Designated Driver receives an special treat. When they arrived at the bar, they have to prove through a breath test that they had not drank any alcohol, if the result is 0º alcohol, they receive a bracelet and have to fille out an identification card. Along the night the

monitors looked after them, offering them free soft drinks and food. Once they leave the bar they have to prove again through a breast test their 0º alcohol level. If they prove that they have not drank any alcohol they will get a t-shirt and enter a draw for an all included weekend in Mallorca for the Designated Driver and the four friends who travel with he/ she the night of the promotion. In these promotions 110 people took the role of the designated driver.

To evaluate these promotions we had developed two random researches. Where the main objective of the research was to evaluate the perception of the target. The methodology used was a

Qualitative research combined with focus group and personal interviews aimed the owners and the waiter of the bars. The main conclusions were: • The concept of joint actions were seen as very positive. • In efficacy terms:

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• It is very necessary keep developing these kinds of actions to reinforce the role of the Designated Driver. And these actions help to change drivers attitudes.

• Because the TV campaign and the Designated Driver promotions at the consumption place have been working on the knowledge of the role, there already exists a high acceptance of the role. So all the activities helps in the goals of the short and medium term.

o The big success of the joint actions is that participants live the night in a different ways, also they see that their effort is valued as very positive.

• From the mechanics point of view:

o The Designated Driver mechanics is been described as involving not only for the designated driver also for the group of friends.

Merchandising for the promotions Alcohol Brand-Designated driver

Flyers Posters Designated Driver ID

Bracelet

Soft drink voucher

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Aperitive

• School Education (long term): Within the Pedagogic Programme in Madrid,

Andalucía, Cataluña and Baleares. It is an educational programme aimed to adolescents aged between 12 to 18 years old. Our main objective is to increase adolescents health habits in relation to alcohol, to inform them of the consequences of drink driving and to install the designated driver role through education. Our target here is different, but still continues to target young people between twelve and eighteen years old.

From 12 to 14 years old, we introduced the concept of the designated driver to

them. From 14 to 16 years old, some already motorbike drivers or start going out in a

group of friends, with some of whom already drive. From 16-18 years old, who will be future car drivers.

The intervention tools used in this programme are:

Conferences given within schools, by instructors trained by us. Parents educational resources guides in which different aspects of adolescence

are handled, to help parents comprehend and deal with their children and also explain the concept of the designated driver.

Pupils guides to teach adolescents about alcohol and showing the negative effects of alcohol abuse. Also a page is dedicated to the designated driver and its benefits.

Scripted conferences, a tool that help the instructor develop the concept of the designated driver.

In the school year 2005-2006, 261.824 students received the programme. Every year we have evaluated the framework of the Pedagogic Programme the “Designated Driver Campaign”, with a sample of 5.500 students between 12 and 18 years old, where most of the questions are related to drink driving. When we evaluated the information they received about the campaign and the figure they said:

- 86,2% of the sample knows the figure of the Designated Driver. - In a scale from 1(very bad) to 5 (very good) they evaluated the figure with

an average of 4,68.Which means that young people like very much the idea of the Designated Driver.

- When we ask about the how easy will be implant this figure between their group of friends, in a scale from 1 (it will not be implant) to 5 ( it will be implant very easily) they evaluated the implant of this figure with an average of 3,91.

- When we asked about the availability to adopt the role of Designated Driver when is hers or his turn, in a scale from 1 (I will not adopt the role)

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to 5 ( I will adopt the role) they evaluated their availability with an average of 4,40.

Campaign results Evaluation of the different tools:

- TV Campaign (short term): In the evaluations we made about the programme we always ask how they knew the figure and the campaign and evaluated the tv and radio campaigns.

- Actions at point of consumption (medium term): We evaluated the campaign in the different cities where we developed the actions at the point of consumption. The interviews were made face to face, to people who participated in the campaign as Designated Drivers and to a member of their group of friends. With a sample of 470 Designated Drivers and 332 passengers and 453 people who did not participated. Results see above.

- School Education (long term): Every year we have evaluated the framework of the Pedagogic Programme the “Designated Driver Campaign”, with a sample of 5.500 students between 12 and 18 years old. Results see above.

Related Results

• During 2006, 2.630 dead accidents had happened where 3.016 people were dead, this is 246 people less than in 2005, which is a 9,5% less dead victims.

• In the young target, from 18 to 24 years old, is the group where the biggest drop in the dead accidents, a 15%.

Conclusion To install the designated driver as a habit we have to keep working in three areas, short, medium and long term.

In the short term, after four years of the TV campaign, the knowledge of the figure had increased. We will keep the TV Campaigns until 100% of the target knows the figure.

Dead accidents

2001 4.145 2002 4.026 2003 4.029 2004 3.511 2005 3.332 2006 3.016 Dif 05/06 -316 % - 59,48

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In the medium term, after the success of the promotion on the point of consumption we will keep working changing attitudes at the point of consume. We consider it very important to keep working in this field, because 85 % of the sample, consider it necessary to keep this campaign to install the role as a habit.

Even though the role had reach high levels of knowledge it is necessary to reinforce the group decision VS the individual decision.

In the long term, we will educate students, the knowledge of the designated driver, and the fact that they are familiar with it, will make them future designated drivers.

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2.14 SWEDEN Introduction Background to the project is that crash statistics in Sweden show that about 25% of all traffic fatalities each year are alcohol or drug related. The problem with drink-driving applies to drivers of all ages, but young drivers and passengers are a special important target group. About one third of killed drivers or passengers between 18 and 24 years of age in Sweden are killed in alcohol related accidents. In single car accidents the proportion of alcohol related fatalities among young car drivers and passengers are more than 50%. Historically, Sweden has now and then tried to target the problem of drink driving by the means of information and education. For instance, since year 2003 the Swedish Road Administration (SRA) has run a project called ‘Don’t Drink and Drive’ (DDD) that mainly includes information activities targeted towards young people between 15 and 24 years. The DDD-project has been running in several regions in Sweden, but the scope of the project and the type of activities varies largely between regions. The Pan-European Designated Driver Campaign in Sweden is partly based on the work done in the Swedish DDD-project, but with an extended content that also includes the objectives of the Designated Driver concept. The Swedish Designated Driver project is conducted in a region called Skåne. It is a region situated in the south of Sweden, close to both Denmark and Germany and therefore has easy access to low-tax alcohol from those countries. In this Swedish region the consumption of alcohol has increased amongst youngsters compared to the rest of Sweden during the last few years. Furthermore, historically, this region has not been exposed very much to the mentioned DDD-activities. The Swedish Designated Driver project is internally called “Euro-Bob in Skåne”. If the evaluation of the Euro-Bob in Skåne shows positive results the intention is to implement similar Euro-Bob project also in other regions of Sweden. Running period of the campaign The running period of the Swedish Euro-Bob project is first of September 2005 to 28th February 2007. In general the project includes four phases:

a) design and initiation (application and contract process, planning/organization of the work) - September 2005 to May 2006 b) implementation (carrying out information activities) - 12th June 2006 to 31st January 2007 c) evaluation (pre- and post tests, analysis and writing a report) - 1st June 2006 to 28th February (final technical report + 3 months) d) dissemination and reassessment (describing/discussing outcomes and future directions) - January 2007 to May 2007

The implementation phase consists of two main parts: 1 General media activities targeted towards young people between 15 and 24 years old 2 Extended school activities targeted towards students in the age of 17-19 years old

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Due to major delays in the process of getting a final contract several activities in the Swedish project had to be postponed or rearranged. The running period of the campaign therefore differs from the running period in the application. The status of the implementation phase is that most of the media activities (part 1) are finished and the extended school activities (part 2) are about half-way. Campaign partners The following parties are involved in the Swedish project “Euro-Bob in Skåne”:

• VTI – Leader of the project and coordinator of the information activities and the evaluation

• SRA, (Regional) – Is responsible for the national founding of the project. Is a member of a reference group in the project and has been a speaking partner thru out the project.

• SRA (Central) – Has been a speaking partner thru out the project and have been helpful with design and layout of campaign material. Have also been involved in spreading information during the extended school activities targeted towards students

• Schools – Has been helpful with administration and coordination of the extended school activities in the project

• Region of Skåne- Has indirectly contributed to the project by giving financial support to SRA, (Regional)

• Police (regional district) – Has indirectly contributed to the project by doing enforcement activities during the summer period.

Campaign objectives The overall aim is to influence attitudes and beliefs among young people (15-24 years) to the traffic safety problem of drink-driving. The ultimate long term goal is to decrease traffic casualties by reducing the number of drunk young drivers and young people riding with drunk drivers. The specific objectives are to conduct: a) general media activities targeted towards young people between 15 and 24 years old b) extended school activities targeted towards students in the age of 17-19 years old The main messages in both the media activities and the school activities are: 1. Do not drink and drive 2. Decide before going to the party how to get home (for instance use a designated driver) 3. Do not ride with a drunk driver 4. Prevent others from drinking and driving Target audience & approach The project has two main target groups. One is the overall population of young people between 15 and 24 years of age living in the region of Skåne in Sweden. The other main target group is high school student in the age of 17-19 years old from two municipalities in

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Skåne. The project is targeting an important overall target group because young people between 15 and 24 years are particular involved in alcohol related traffic fatalities in Sweden.

The tone-of –voice in the communication is to make the youngsters realize that alcohol and driving is a fatal combination and they should decide how to get home from the party BEFORE they start to party and drink alcohol. An advice is for instance to use public transport or using the concept of a designated driver.

All other people that are somewhat exposed to the information activities in the project could be considered to be secondary target groups, for instance teachers and parents to high school students. As mentioned earlier the Swedish “Euro-Bob in Skåne” consists of two main parts; general media activities targeting young people between 15 and 24 years old, and extended school activities targeting high school students between 17 and 19 years old. Hopefully both parts of the project will influence each target group’s attitudes and beliefs towards drink-driving. One hypothesis is, however, that the extended school activities will influence its target group more than the media activities alone. This is because the high school students are supposed to be exposed to both the media activities and the extended school activities. Campaign elements and actions General media activities This is the first part of the Swedish “Euro-Bob in Skåne” project. The aim is to influence attitudes and beliefs to drink driving among the main target group of young people between 15 and 24 years of age living in the region of Skåne in Sweden. The four campaign messages (se section 4) are presented in different types of media. The focus in the printed material was on the line “Who is driving you home from the party? – don’t drink & drive”. Most of the media activities were conducted during midsummer (middle of June) and in the end of August 2006, when a new school term starts.

• Information in brochures distributed thru the regional SRAs network and to all driving schools in Skåne.

• Posters on billboards in traffic environment in 28 of the regions 33 municipalities. The theoretical coverage is about 95% of the population in the region of Skåne.

• Information on busses in 9 of the regions largest municipalities. The theoretical coverage is about 60% of the population in the region of Skåne. The information were designed as small and large posters both inside the bus and outside on the bus.

• Information on an internet home page, including information about the “Euro-Bob in Skåne” project, statistics about drink-driving and the main campaign messages (section 4).

• Electronic slideshow (five posters) on an internet community called “Lunar storm”. Lunar storm is an internet community where you have to be a registered member. There is no age limit for membership but the members are mainly young people. A very high proportion of the population of young people in Sweden is members. During an average week Lunar storm reach about 85% of all youngsters aged 15-20 years and about 65% of all aged 15-24 years. The campaign information in Euro-Bob Skåne was only exposed to members of “Lunar storm” aged 15-24 years and the exposure period was five weeks.

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Figure 1 Examples of posters in traffic environment

Figure 2 Examples of posters in bus windows

Figure 3 Examples of posters on bus sides

Figure 4 Brochure in A5-format, four sides. Extended school activities This is the second part of the Swedish “Euro-Bob in Skåne” project. The aim is to influence attitudes and beliefs to drink driving among the other main target group of high school students aged 15-17 years, just on their way to take a drivers license. The extended school

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activities was conducted in two selected municipalities in the region of Skåne. Most of the activities are running during September and October 2006. The extended activities included:

• A thematic school day special devoted to the problem with drink-driving. This day will contain both emotional and factual information. The information during the school day is given by personal lectures complemented with video’s and a brochure (se figure 4). The thematic school day had the following content:

a) Factual information about how the consumption of alcohol influences our body

b) A lecture of the traffic safety problem of drink-driving, including statistics etc.

c) A three minutes long movie from a scene recorded in accordance to a real accident that happen in Sweden in 1992 when 3 young people died in an alcohol related traffic accident

d) A paramedic who came first to this accident talks about his work and how it feels coming to an accident with young people involved

e) A six minutes long movie called “CRASH” recorded in Australia which shows in a fast tempo different emotional scenes involving traffic accidents.

f) A father who have encountered the loss of his son in an alcohol related accident talks about how this experience has change his life

g) Finally, we light up 100 candles for the road users in Sweden who have died in alcohol related accidents. This manifestation is leaded by the school priest

h) All students get the folder “Who drives you home from the party?” (se figure 4) and a pen with the “Don’t Drink and Drive” message on.

• In-depth exercises related to the main messages of the thematic school day are conducted about 1-2 months after the school day. Examples of these in-depth exercises are practical self assessment exercises/group discussions related to different potential drink-driving situations.

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Figure 5 Examples from the thematic school day

Results Crash statistics for Sweden the last 2-3 years has shown that about 25% of all traffic fatalities each year are alcohol or drug related. Unfortunatlly, this proportion has not changed. The trend is instead that the proportion is increasing.

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2.15 UNITED KINGDOM Introduction The “I’ll be Des” campaign has been running since 2000. It is the only campaign in the UK to encourage the practice of designating a non-drinking driver as an alternative to drink-driving. The British Government runs national advertising campaigns discouraging individuals from drink driving under the banner of the “Think!” road safety campaign.

Following a quantitative survey in early 2006, The Portman Group commissioned an independent market research company, Vision 21, to conduct a second stage qualitative survey looking more closely at the specifics of the “I’ll be Des” campaign to establish the following objectives:

• To determine awareness of the “I’ll be Des” campaign. • To establish the effectiveness and interest of the campaign amongst the target

audience. • To review the mechanics of the campaign. • To determine the most effective way of engaging and informing the target age group.

The evaluation11 identified a number of strengths but also significant weaknesses in the “I’ll be Des” campaign. As a result, a decision was taken to re-brand and re-launch the campaign. Six agencies were invited to tender for the new campaign designs and an agency appointed in August 2006. The new campaign carries the strapline “Drink or drive – you decide”.

Running period of the campaign “Drink or drive – you decide” was launched on 13 November 2006. The campaign was heavily promoted for 3 months and materials are still being distributed upon request directly from bars and pubs. Parties involved Campaign partners are as follows: UK drinks industry and private sector partners

Key planned contributions

British Beer and Pub Association www.beerandpub.com

• Promoting the campaign to network of UK pub companies

• Financial contribution of GBP5,000 Various pub owning companies • Endorsing the campaign

• Distributing to their outlets • In some cases providing additional

incentives such as free soft drinks for Designated Drivers

11 Full evaluation report is attached.

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Trade media (e.g. The Publican, Club Mirror, Club Mirror, Club Report, Preview

• Poster inserts and editorial

First car (publication aimed at new drivers)

• Advertisement and editorial

Public Sector Partners UK Government Department for Transport (DfT) www.thinkroadsafety.gov.uk

• Providing use of well-recognised “Think!” logo for campaign

• Planned incorporation of Designated Driver message into major advertising campaign

• In 2005, a Financial Contribution of GBP £11,000 was received from the DfT.

LARSOA – local authority road safety officers association www.larsoa.org

• Promotion of campaign to national network of local authority road safety officers

• Distribution of First Car magazine to Sixth Form/Further Education colleges

ACPO • Support/endorsement of campaign Individual police forces • Support/endorsement of campaign

• Distribution of campaign media via local networks

Association of Professional Ambulance Personnel

• Support/endorsement of campaign

Objectives

• To raise awareness of/compliance with the practice of designating a non-drinking driver as an alternative to drink driving

• To raise awareness of other strategies to avoid drink driving such as taking public transport and/or using taxis

• To increase awareness of the risks of drink driving (e.g. increased risk of death/injury/penalties)

• To educate/persuade drivers to choose safe ways of getting home (e.g. using a non-drinking designated driver, public transport, taxis)

Target audience and approach The “Drink or Drive – you decide” campaign is designed to have broad appeal and to appeal to all socio-economic groups/sexes including “hard to reach” sectors of the population (e.g those with low literacy). Notwithstanding the campaign’s broad appeal, it is designed to appeal particularly to those most at risk of drink driving and those groups of the population who are most heavily represented in terms of road traffic accidents i.e. males, younger – and particularly new - drivers.

The campaign has been designed primarily for a pub/club environment. This has important considerations for the tone of voice and creative routes chosen. When people are in a

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pub/club they want to put aside their work life and everyday worries and enjoy time relaxing with friends so any communication in this environment needs to be in sympathy with this atmosphere. In the same way that it’s not fun to go out with a finger- pointing, preaching person, communications with this sort of approach will quickly be rejected, if engaged with at all. There are also a number of practical issues to remember. The communications must:

• Be easy to view in low light conditions • Be simple to understand in a busy environment • Be easy to understand by people who may have had a few to drink (and if this is

the case, options other than a non drinking designated driver may be the only solution)

• Deliver a number of easily digestible messages In developing the new “Drink or Drive – you decide” campaign materials, we worked closely with the licensed trade and road safety organisations to ensure that we produced materials in a format and design that would appeal to their needs. We chose to produce an A3 poster, beermats and window stickers because licensees told us that these were the materials they were most likely to use/display. Our decision to include additional messaging on some of the materials (beer mats) relating to penalties/road accident statistics was as a result of speaking to road safety officers, who asked for such messages in addition to a “don’t drink and drive” message.

Campaign elements and actions Campaign materials consisted of 1 x A3 poster, a series of (6) beermats, 1 x window sticker, 1 x postcard and a microsite [www.drinkordrive.co.uk and aimed primarily at younger, male drivers). The designs of the various aspects of the campaign are shown on the following pages. A3 poster

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Beer mat series

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Window sticker

Postcard

Website

Actions Poster/beermat/window stickers – main distribution routes

• 100,000 posters printed

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o Of these, 57,000 distributed direct to clubs/pubs via an insert in Club Mirror, Preview and Club Report; 17,000 via an insert in Scottish Licensed Trade News; and 10,000 via an insert in CAMRA magazine

o The remainder distributed via campaign partners • 2,500,000 beer mats printed

o 400k distributed direct to golf clubs o 2 million distributed via campaign partners

• 100,000 postcards printed and distributed by Don’t Panic in packs given out to club goers in the following cities:

o London – 25k o Brighton – 10k o Bristol – 10k o Leeds – 20k o Manchester – 20k o Birmingham – 15k

• 100,000 window stickers printed o Of these, 10,000 distributed direct to clubs/pubs via an insert in CAMRA

magazine o The remainder distributed via campaign partners

• Website www.drinkordrive.com o The web address was printed on the postcards and adverts taken in the

magazines below.

Advertising/editorial • Advert/editorial and insert [poster] in CAMRA magazine (reaches independent pub

sector) • News items on BBPA website and newsletter encouraging publicans to order materials • Advert/editorial and competition in First Car magazine. First Car magazine is

promoted mainly via road safety officers to sixth form colleges and further education colleges. Its core audience is new drivers aged 17-21. It has a circulation of 140,000 but in reality reaches much greater numbers of young people because it is stocked in libraries/common rooms.

• Full page advert in Leeds, Leeds, Leeds Magazine (distribution 35,000) and 30 washroom A3 poster site at Leeds Football Club

• Full page advert in ScotCampus Magazine. It is distributed to 50,000 students in Universities in Scotland.

• Full page advert in Live London Magazine. • Drink or Drive logo/hyperlink featured on Squeezephotos.com • Perimeter advertising at Bolton Wanderers Football Club from November 2006-May

2007 • Perimeter advertising at Murrayfield on 25 November 2006 for the Scotland vs.

Australia Rugby Match • Perimeter advertising at Villa Park (Aston Villa Football Club) from December 2006-

May 2007

Media strategy • Press release to mark launch of campaign and campaign website • Photo opportunity with Nigel Mansell (former Formula One driver). • Supporting statements from Department for Transport, ACPO, ambulance

representatives, LARSOA, other partners.

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Campaign Results A quantitative evaluation of the campaign was carried out by MetrixLab – the sample surveyed consisted of 1086 drivers aged 18-40 across the UK. Full evaluation is attached at Annexes 2 and 3.

Awareness of the campaign was reasonable with almost 6 out of 10 interviewed (58%) claiming to have heard of the campaign. Men were more likely to have heard of the campaign than women and there was also higher awareness of the campaign among those claiming ever to have driven after drinking compared to those who haven’t.

Message take out was excellent with 93% understanding – the simple message of “don’t drink and drive” was clearly received by almost everyone. Risks and penalties associated with drink driving were also clearly received.

In terms of impact, 80% claimed that it had reinforced their previous view that it was a bad idea to drink and drive; 1 in 5 respondents said that the campaign would prompt them to plan how they would get home safely without drink driving; and 1 in 5 said that in response to the campaign they would never in future accept a lift from someone who had been drinking.

Website: The website, which was launched on 28 November 2006 has had 1654 visitors (9951 page views) as of 20 March 2007. The site contained a competition which received 504 unique entries, 478 (95%) of which had the correct answer. The competition question asked ‘What is the maximum prison sentence you can receive if convicted of causing death by dangerous driving whilst under the influence of alcohol?’ (possible answers were A: 5 years; B: 8 years; C: 14 years). Other Results

Source: Road Accidents Great Britain, Published Sept 2006 by Department of Transport No official figures are yet available for the period in which the current campaign ran. The next issue of the above annual report will be published in September 2007. Although difficult to prove cause and effect, we would hope that this campaign has helped to lower drink drive offences and casualties over the period in which it ran.

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Conclusion Being part of the Europe-wide Designated Driver campaign has helped establish the concept of a non drinking designated driver as a credible strategy to avoid drinking and driving. The new campaign was both popular with the licensed trade and other “gatekeepers” and well received by consumers. It has helped to reinforce Government and police messages to the public about drink driving.

eurobob final report

Documents

q1a lei ha

bocca della verit

cene tra amici

capitaine de soire

la prvention routire

veilig verkeer nederland

pons automobielhandel bv

bp gas stations