The campaign titled “Ceux qu’on aime, on les ramène” (Those we love, we bring back home) was a poignant reminder in Switzerland of the role everyone plays in preventing driving under the influence of alcohol. Supported by the Department of Health and Social Action (DSAS), the Office of Traffic and Navigation (OCN), and the Association REPER collaborated with the theatre collective “Les D’rôles” to humorously stage the prevention of drunk driving. This initiative underscored the critical role of peers in supporting drivers who are unfit to drive due to alcohol consumption.

As the holiday season approached, marked by company drinks, Christmas markets, and other gatherings where alcohol is often present, the campaign addressed the crucial question of one’s ability to drive after consuming alcohol. It tackled the dilemma of what to say to a colleague or friend who seems too intoxicated to drive and offered intervention methods when a loved one’s safety and the safety of other road users are at risk. The campaign also highlighted alternative safe ways to get home, such as designated drivers, Nez Rouge, or public transportation.

To engage the public, OCN and REPER, with DSAS’s support, partnered with the regional theatre collective “Les D’rôles.” They performed skits on November 29 in front of the Fribourg train station, near Place Georges Python, and on December 2 on Rue de Romont in Fribourg. These humorous short plays depicted various scenarios people might encounter, encouraging the audience to kindly intervene with drivers potentially unfit to drive due to alcohol consumption. Additionally, to enhance the visibility of the actors’ work and provide a supplementary educational tool for prevention activities, a selection of skits were filmed in advance with the support of the Fribourg agency Take Off Productions and made available on social media from November 30, 2023.

The campaign also highlighted alcohol’s significant role in road accidents, noting that even a small amount of alcohol can lead to a blood alcohol concentration of 0.5‰, which might not be visibly evident in one’s behaviour. According to the Federal Roads Office (OFROU), Switzerland recorded 18,396 traffic accidents in 2022, resulting in 241 deaths and 4,002 serious injuries. Alcohol was presumed to be the main influence in 12% of the fatalities and 11% of the severe injuries. Despite a general decrease in alcohol-related traffic incidents and fatalities since the 1980s, further accelerated after the introduction of the 0.5‰ limit and random checks in 2005, the fatality rate of alcohol-related accidents remains among the highest of various accident causes.

In the Canton of Fribourg, there was a noticeable increase in alcohol-related accidents and license suspensions for alcohol from 2021 to 2022, which could be attributed to the post-pandemic resumption of festive activities. These figures underscore the importance of ongoing drunk driving prevention efforts.

This communication campaign aligns with the objectives of the Cantonal Alcohol Action Plan (PCAA) 2018-2023, which emphasizes that alcohol is not an ordinary consumer product and highlights the importance of solidarity and kindness towards others. Drunk driving is identified as one of the seven action needs in the PCAA, reinforcing the campaign’s relevance and critical message.

Find more from Etat de Fribourg (Switzerland, November 2023)