Close

Raoul Tu prends quoi

2010

Brief
In 1995, Belgium launched the Bob campaign, a drunk driving prevention program centered around the designated driver approach. The Road Safety Association Luxemburg came up with the idea of adapting the program to a luxembourgish environment.

The sensibilisation campaign ‘Raoul’ refers to selecting a person to remain sober, as the driver of a vehicle, while others are allowed to drink to excess (with alcoholic beverages). A designated driver is a person who abstains from alcohol on a social occasion in order to drive his/her companions home safely. It is intended as a safe alternative to driving under the influence.

Our approach
The fun factor is caracteristic of the Luxembourg designated driver version. The campaign tends to sensibilise people going out and looking forward to have a cool party.

We found out by asking, listening and observing them. ‘Raoul’ should really become an effective leader of a group, able to inspire the rest of the ‘team’. Each member of the ‘clique’ should identify himself with.

Video is loading