ABOUT BOB
BOB is a long running, Dutch institutional campaign making sure people don’t get behind the wheel after a night of drinking. But throughout years of campaigning, BOB has become more than just a brand name. It’s a duty. When going out, it’s customary to discuss beforehand who will be the BOB - the person who stays sober in order to drive everyone home at the end of the night.
BRIEF
Put BOB back on the map again for the new generation of drivers.
INSIGHT
“Get home safe” is the overal message of BOB, which is printed on all of their campaigns. However, getting home safe doesn’t always depend on whether you’re sober or not. Even when you let someone sober drive you or just walk home, you might not feel safe at all. Especially if you’re a woman.
PROBLEM
In the Netherlands, a whopping 81% of girls and women between ages 15 to 34, have to deal with sexual intimidation or worse. It’s almost customary to put your keys between your fingers out of fear of being attacked when you walk home or travel by public transport at night. Getting a cab doesn’t feel any safer - research points out that at least 43% of women feel unsafe with a male taxi driver, and one in five have even been harassed.
SOLUTION
Our national understanding BOB, introduces its female version BEB. An initiative that allows women or anyone else who doesn’t feel safe getting home, to get home safe together.
ABOUT BEB
As the BEB, your job is essentially the same as the BOB. You make sure everyone gets home safe by staying sober. But when you’re the BEB, you can indicate that you have a spot for any other gal who feels unsafe getting home, whether you’re going home by car, with public transport or on foot. Trough location devices, women who feel unsafe can see if you’re in the neighborhood, and ask you if they can come with you. This way, you can go home together without anyone risking getting harassed.
Now BOB really stands for getting home safe.
INCENTIVE
This initiative calls upon the fact that new generations are very conscious about societal problems such as inequality and violence against women and minorities. They’re campaigning for change every day, whether it be on social media or in real life. This initiative gives them a new motive for going out responsibly; contributing to solving a societal matter and keeping each other safe is a bigger incentive than driving sober.