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. In order to encourage these arrangements,
some proprietors offer free non-alcoholic drinks to designated drivers.

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.

At the very beginning we tried to find out the most effective keys to motivating young drivers and know what motivates them individually to stay sober and designed a motivation program based on those needs.

We found this out by asking them, listening to them and observing them.  'Raoul' should really  become  an effective leader of a group, able to inspire the rest of the 'team'. The image of 'Raoul' had to be cool and sexy. 'Raoul' should not be the total loser guy of a group, but each member of the 'clique' should identify himself with.

With the recent reduction in the legal blood alcohol limit from 0.08 to 0.05, we extended the messages to a larger audience and integrated the risk of loosing driver's licence in order to get a better impact.

Today 'Raoul' has become a strong brand in Luxembourg nightlife.

• Corporate identity
• Corporate guidelines
• Advertising campaigns including motorway billboards, screen advertising for cinema, TV, web, radio, posters, flyers, street marketing