Transcription
There's a brilliant marketing piece of activity where the phrase designated driver was effectively invented. They took designated driver and they went to Hollywood and they encouraged script writers in areas such as sitcoms or soap operas to include either plot lines ideally or if not that, at least the phrase designated driver within the script.
So the people thought, "Well, there's a name for this behavior." So anything with a name is probably a bit of a norm. And that was one of the pieces of action with no mass media spend behind it, incidentally. It was done entirely in that way, through Hollywood scripts and a few other, you know, clever interventions, which was, you know, very majorly attributed to a significant decline in the death rate on the US roads in the 10 years after the phrase was introduced. school.