{"id":3045,"date":"2014-11-26T12:00:19","date_gmt":"2014-11-26T12:00:19","guid":{"rendered":"https:\/\/blogs.transparent.com\/dutch\/?p=3045"},"modified":"2014-11-26T12:00:19","modified_gmt":"2014-11-26T12:00:19","slug":"campaigns-in-nl-3-bob-jij-of-bob-ik","status":"publish","type":"post","link":"https:\/\/blogs.transparent.com\/dutch\/campaigns-in-nl-3-bob-jij-of-bob-ik\/","title":{"rendered":"Campaigns in NL 3 &#8211; Bob jij of bob ik?"},"content":{"rendered":"<p>Drunk driving is bad: Alcohol\u00a0delays reflexes, diminishes focus and attention. Especially in traffic this is a big problem, because with drunk driving you also endanger other traffic participants. The Dutch government came up with a great campaign to reduce the temptation and make it socially unacceptable to drive under influence.<\/p>\n<p><em>Bob jij of Bob ik<\/em><em>?\u00a0<\/em>is the question to be asked! The\u00a0<em>Bob\u00a0<\/em>is the person that does not drink and drives the others home: the &#8220;designated driver&#8221;, basically.\u00a0<em>Bob\u00a0<\/em>is just the name, it is not an abbreviation. People tend to think that, because in the beginning of the campaign in December 2001, the media advertised\u00a0<em>BOB\u00a0<\/em>as meaning\u00a0<em>Bewust Onbeschonken Bestuurder\u00a0<\/em>(conciously sober driver), but that is not intended! The original campaign started in Belgium in 1995, and due to its success, the Dutch adapted it.\u00a0<em>Veilig Verkeer Nederland<\/em>, the organization that is also responsible for the campaign\u00a0<em><a href=\"https:\/\/blogs.transparent.com\/dutch\/campaigns-in-nl-1-de-scholen-zijn-weer-begonnen\/\">De scholen zijn weer begonnen<\/a>,<\/em>\u00a0realized the <i>Bob<\/i>-campaign together with the <em>Ministerie van Verkeer en\u00a0<\/em><i>Waterstaat\u00a0<\/i>(Ministry of Traffic, Public Works and Water Management) and the importers and producers of alcoholic beverages.<\/p>\n<p><strong>Advertisement<\/strong><\/p>\n<p>The\u00a0<em>Bob<\/em>-campaign was advertised in various ways, for example in TV commercials, with different slogans. For example, this one:<\/p>\n<p><iframe loading=\"lazy\" title=\"100% Bob 0% op\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/RDKP4S5PR7g?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>(He orders\u00a0<em>cassis,\u00a0<\/em>which is a non-alcoholic soda with blackcurrant flavor). The slogan is\u00a0<em>100% Bob, 0% op\u00a0<\/em>(100% Bob, 0% drunk (<em>iets op hebben\u00a0<\/em>means &#8220;to have drunk something alcoholic&#8221;).<\/p>\n<p>Another slogan is\u00a0<em>Daar kun je mee thuis komen\u00a0<\/em>(With that you can\u00a0come\u00a0home), which is also the website: daarkunjemeethuiskomen.nl. This also is a bit ambiguous: &#8220;daar kun je mee thuis komen&#8221; is also an expression of something great that you can proudly show to your family at home, e.g. a good grade for school or some other great news!<\/p>\n<p>There is also quite some merchandise. One quite popular one is the <em>Bo<\/em><em>b-sleutelaanhanger\u00a0<\/em>(<em>Bob\u00a0<\/em>key chain).<\/p>\n<p>In 2010, a follow-up was launched:\u00a0<em>je bent top, Bob!\u00a0<\/em>(you are great, Bob!), where the people brought home could thank the <i>Bob<\/i>.<\/p>\n<p>Currently, the campaign is focused on sports clubs that have parties after matches etc., with the slogan\u00a0<em>scoor eerst een Bob\u00a0<\/em>(first score a Bob).<\/p>\n<div style=\"width: 296px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/commons.wikimedia.org\/wiki\/File%3ASleutelhanger_BOB.JPG\" aria-label=\"Sleutelhanger BOB\"><img loading=\"lazy\" decoding=\"async\" class=\"\"  alt=\"\" width=\"286\" height=\"160\" \/ src=\"https:\/\/upload.wikimedia.org\/wikipedia\/commons\/f\/fd\/Sleutelhanger_BOB.JPG\"><\/a><p class=\"wp-caption-text\">The Bob-sleutelaanhanger! (Image by Knowledge at Wikimedia Commons, commons.wikipedia.org)<\/p><\/div>\n<p><strong>Success?<\/strong><\/p>\n<p>The big question of course: did it work?<\/p>\n<p>After 13 years of this campaign with banners like the one on the right and other ways to reach people, the term\u00a0<em>Bob<\/em> really made it into Dutch vocabulary.\u00a0<em>Ik ben de Bob\u00a0<\/em>is a phrase everybody understands. According to research among the Dutch conducted in 2008, 97% is aware of <em>Bob\u00a0<\/em>and its meaning. The majority of the people designates a <i>Bob\u00a0<\/i>before leaving the house to make sure they get home safely. I think it is safe to say it is a success!<\/p>\n<div style=\"width: 359px\" class=\"wp-caption alignright\"><a href=\"http:\/\/commons.wikimedia.org\/wiki\/File%3ABob_en_dan_een_fluitje.jpg\" aria-label=\"Bob En Dan Een Fluitje\"><img loading=\"lazy\" decoding=\"async\" class=\"\"  alt=\"\" width=\"349\" height=\"303\" \/ src=\"https:\/\/upload.wikimedia.org\/wikipedia\/commons\/d\/d2\/Bob_en_dan_een_fluitje.jpg\"><\/a><p class=\"wp-caption-text\">First a Bob, then a fluitje (a small beer) (Image by M. Minderhoud at Wikimedia Commons, at commons.wikimedia.org)<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<img width=\"320\" height=\"179\" src=\"https:\/\/blogs.transparent.com\/dutch\/wp-content\/uploads\/sites\/11\/2014\/11\/Sleutelhanger_BOB.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image tmp-hide-img\" alt=\"\" decoding=\"async\" loading=\"lazy\" \/><p>Drunk driving is bad: Alcohol\u00a0delays reflexes, diminishes focus and attention. Especially in traffic this is a big problem, because with drunk driving you also endanger other traffic participants. The Dutch government came up with a great campaign to reduce the temptation and make it socially unacceptable to drive under influence. Bob jij of Bob ik?\u00a0is&hellip;<\/p>\n<p class=\"post-item__readmore\"><a class=\"btn btn--md\" href=\"https:\/\/blogs.transparent.com\/dutch\/campaigns-in-nl-3-bob-jij-of-bob-ik\/\">Continue Reading<\/a><\/p>","protected":false},"author":110,"featured_media":5168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":""},"categories":[60713],"tags":[350356],"class_list":["post-3045","post","type-post","status-publish","has-post-thumbnail","hentry","category-culture-2","tag-campaigns-in-nl"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/posts\/3045","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/users\/110"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/comments?post=3045"}],"version-history":[{"count":1,"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/posts\/3045\/revisions"}],"predecessor-version":[{"id":3064,"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/posts\/3045\/revisions\/3064"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/media\/5168"}],"wp:attachment":[{"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/media?parent=3045"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/categories?post=3045"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.transparent.com\/dutch\/wp-json\/wp\/v2\/tags?post=3045"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}