27th of May 2003,

1
Bob Campaign in Greece

• 27th of May 2003,
• Brussels , Belgium.
• Pantazakou Christina

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• Years driving Experience
• Not working at HIT at the moment of the campaign
• Interested to learn more from the campaign
• Cooperation since then

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Drink Driving in Greece

• About 20.000 accidents per
• year(2.000 dead, 26.000 injured) of
• which 8.5 due to alcohol abuse

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Typology of the drink-driving pattern in Greece

• Saturday and holiday driving
• Summer related
• Short video developed for the analysis of the
  existing versus appropriate behavior

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The situation

• No age control in clubs or when buying alcohol
• Many young persons are used to drink from the age
  of 16 or even less
• Thus
• difficult to change the Greek mentality where
  fun alcohol go together

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The BOB Campaign

• Consists the first step to change the
• way of thinking

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NOT TONIGHTan appealing concept

• Non moralising message
• Non horror creating message
• (i.e. accident photos and videos)
• Separate TV trailers for middle-aged people
  (tavern) and for young people (club)
• Appealing actors and fresh ideas

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Innovative concept

• The message is close to the Greek reality and the
  way of life of young people, so it can be adopted
  easily
• by them

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A first sign of that is

• that most of the young people are aware of the
  campaign and remember the TV spots
• A positive reduction of drink driving accidents
  has been measured (, although it may be due also
  to other measures)
• So
• it is very important to repeat such campaigns, in
  order to have a more positive result.

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What next?

• TV and radio spot should be played for a longer
  period so as to be able to subconsciously pass
  the message
• Need for hard facts and evidence, hands-on
  training, through the use of drink-driving
  simulation and BOB-bus

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What next? Contin.

• The campaign needs to explode, including more
  gas stations, rent a car stations, public
  transport hubs, etc. Needs to reach every
  neighborhood.
• The concept needs to be retrained for several
  years to be well recognised and establish a
  trend.
• Selected drink driving lethal accidents (even at
  low speeds) need to be analysed and highlighted
  at the web site.

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What next? Contin.

• Drink-driving simulator should be implemented so
  as students could live such an experience without
  being in danger, feel the difference and finally
  understand the importance of not drinking when
  driving or the opposite.

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• Not tonight changed my life and point of view
  against alcohol and driving.
• Most important of all
• It may have saved my life too!