Background
In Belgium ‘Bob’ is a first name. But it has come to mean ‘designated driver’ as a result of a campaign that has been running since 1995. For 25 consecutive years, when the Police stopped drivers for alcohol checks, they have given out Bob keyrings to drivers who didn’t drink. Though 98% of all Belgians know exactly what Bob means, they still continue to drink and drive. One in five road accidents is due to alcohol.
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