Road safety campaign gives drunk drivers key rings with the names of child victims

Project from Happiness Brussels puts a new slant on a 25-year-old Belgian initiative

Published On
Jan 21, 2021

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For 25 years, a road safety campaign in Belgium has been handing special key rings to drivers who pass a sobriety test when stopped by the police, adorned with the name "Bob."

The name has become synonymous with designated drivers in the country. But even so, Belgium has a high rate of road deaths and one in five road accidents in the country continues to be alcohol-related, so a new campaign from FCB agency Happiness is giving it a new slant. 

In addition to the "Bob" key ring for responsible drivers, the police will also hand out key rings to drivers who did drive under the influence. These will bear the names of children killed by drunk drivers, such as Axelle, Corwin, Nathan and Laetitia. These offenders will also be made to listen to the story behind each victim's name; the campaign also has a website that details the victims' stories.

Drivers caught during the alcohol checks can afterwards exchange their "non-Bob"’ key ring for a traffic course at VIAS, the Belgian traffic institute, which together with the organization Parents of Road Victims is hoping the initiative will have a more lasting effect than a fine.



Jan 21, 2021
Client :
Agency :
Happiness Brussels

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