Bob campaign

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The Bob campaign aims to raise awareness of the dangers of drink-driving; drivers with high blood alcohol content are at increased risk of car accidents, highway injuries and vehicular deaths. Alongside the general information that is offered during the campaign, there is an increased police surveillance, especially during the weeks running up to Christmas and New Year's Eve. Most of all, the campaign focuses on a designated driver approach. The Bob campaign originated in Belgium, in 1995, and the concept has been picked up in the Netherlands, France (but with Sam, In France) in 2006, Germany in 2007 and also Luxembourg, with every country adapting the formula to their audience. Some media have spread the rumor that the acronym is derived from the Dutch phrase "Bewust Onbeschonken Bestuurder" which translates to "Consciously Non-Drunk Driver" or 'deliberately sober driver'. Many people have since believed that this is true, but Bob is actually the nickname of Robert Madrenas, who created the Magnésium advertising agency which launched that campaign.