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.
We have all been in the situation where we're no longer aloud to drive home and had to stay the night over at friends or family. We brought this phenomenon to our campaign with different flash-back situations. We start our commercial where our spokesperson talks out loud to his friends: I don't drink. (Ik Bob). As we cut to a flashback that shows the situation why he doesn't drink tonight. But driving home with his/her own car tonight.