This year marks the 20th anniversary of SAM, France’s long-running campaign to prevent drink driving among young people. Launched in 2005 with the now iconic slogan “the one who drives is the one who doesn’t drink,” SAM has become a familiar figure with his big white head and wide smile, symbolizing safety and friendship. Over two decades, road deaths among 18–24-year-olds have dropped by more than half, from 1,222 in 2005 to 531 in 2023, showing the campaign’s lasting impact.

To celebrate SAM’s anniversary, La Sécurité Routière is returning to the summer festival scene with creative prevention activities at Solidays and Eurockéennes de Belfort. Visitors can enjoy a karaoke booth, soft pong tournaments, a vibrant alcohol-free “Sam Jello” bar, and even make pop-style friendship bracelets. The message remains clear: protecting your friends means staying sober behind the wheel.

The campaign also includes a music talent competition in partnership with artist Black M, media platform Konbini, label Play Two, and the Eurockéennes festival. Young musicians are invited to submit songs about friendship and looking out for others. The winner will receive a record deal and perform live at the festival—showing that caring for others doesn’t just save lives, it can also open doors.

Find more from Sécurité Routière (France, May 2025)