SEWING STORIES AND WRITING CLOTHES
Because getting home safe doesn't always depend on staying sober
WHO'S BOB?
BOB is a long running institutional campaign in the Netherlands, there to make sure people don’t get behind the wheel after a night of drinking. Throughout the years, 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 for our new generation of drivers, to make sure they get home safe.
INSIGHT
“Get home safe” is the overarching message of BOB, which is printed on every single one 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 when you simply walk home, you might not feel or be safe at all. Especially if you’re a woman.
Challenge
How do we connect the safety of women overall with safety behind the wheel?
SO, WHO'S BEB?
IDEA
BOB introduces its sister BEB; A digital service that allows women or anyone else who isn't feeling comfortable at night, to get home safe together.
WHO'S BEB?
As women and anyone part of the lgbtqia+ community, all of us can be the BEB. The BEB's job is essentially the same as the BOB - they make sure everyone gets home safe by staying sober.
But there's more.
When you’re the BEB, you can indicate in our specifically designed app 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 in your neighbourhood who feel unsafe can ask you if you want to travel together.
Now BOB really stands for getting home safe.
Safety first
In order to prevent abuse of the app, we install an ID verification with a selfie check, this way, we make it very hard for people to pretend to be someone they're not.
This initiative calls upon the fact that younger generations are very conscious about societal problems such as inequality and violence against women and minorities.
We give them a new motive for going out responsibly; combating a societal matter and keeping each other safe is a bigger incentive than driving sober.
THE NUMBERS
In the Netherlands, a whopping 81% of girls and women between ages 15 to 34, have to deal with street harassment 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.
