«Alcohol? No, not tonight, I am driving»
The Association of Drinks Companies, in its effort to inform and protect consumers, has initially become the sponsor and then the "co-organizer" of the pan-European information campaign against drinking and driving. (Bob Campaign).
The campaign started, as an organized initiative, in Belgium in 1995. In 2001, the Belgian breweries collaborated with the Belgian Institute for Road Safety (IBSR), and jointly participated in all events and informational actions against drinking and driving.
Additionally, in the same year, during the Belgian presidency of the European Union, the Belgian Ministry of Traffic and Transports developed an initiative action to include Greece, France and the Netherlands in this project. The Greek Ministry of Transports and Communications has been the coordinator of the pan-European information campaign, since 2001. The Institute of Transports, based on the model applied in other member-states, aims to effectively reduce road accidents, by implementing the pan-European campaign. Its goal is to raise public awareness against drinking and driving and at the same time to introduce educational tools in driving schools and in basic school education.
The campaign is successful because it provides information using strong arguments, scientific documentation and a series of measurements-evidence of the disastrous combination of drinking and driving. The ADC participated as a sponsor in the 2003-2004 campaign. Part of the sponsorship money was used to make 600.000 sous -verres bearing the campaign logo, which were distributed by the Association member-companies to venues where alcoholic beverages are sold and consumed.
The particularly successful results of the campaign have led the Association of Drinks Companies to the decision to participate in the same project for the period 2004-2005 as "co-organizer". With this action the member-companies aim to optimize the industry's contribution in this effort and expect that by providing information and education to young people, the irresponsible attitude towards alcohol will gradually disappear.
ALCOHOL? NO, NOT TONIGHT, I AM DRIVING
600.000 sous-verres with the printed message ALCOHOL? NO, NOT TONIGHT, I AM DRIVING were made and distributed to nightclubs. This action was part of the ADC sponsorship for the year 2004 of the pan- European campaign "BOB campaign".