Road Respect, a campaign run under the auspices of the Northumbria Safer Roads Initiative (NRSI), has embarked on an 18-day summer drink drive roadshow and bar tour to coincide with the EURO 2016 tournament.
The roadshow is visiting six areas in the North East of England to highlight the dangers of drink driving at a time when NRSI says ‘increased incidences’ are likely.
The roadshow features a referee with a headset mic conducting ‘drunken penalty shootouts’ adjacent to ‘Roadi’, the Road Respect promotional vehicle. Footballer face masks – from Ronaldo to Vardy – are given to those who manage to score a penalty, with the action captured on GoPro cameras to create social media content for a digital campaign using the hashtag #AllezTheLads.
The tour also features two ‘oculus rift’ driving simulators which feature iconic landmarks of the North East. Members of the public are awarded points and prizes for driving safely and avoiding distractions, with an online leaderboard, social media integration and daily prizes to ramp up the competition and increase engagement.
The roadshow is running in tandem with the Road Respect Euro 2016 bar tour, with event teams visiting bars during England games with a giant iTab, games, competitions, information and giveaways to promote road safety and engage with those who ‘may be likely to offend during a time of increased drinking’.
Established in 2006, the Road Respect campaign is aimed at young drivers. The NRSI says campaign has 48% recognition in Northumbria among over 16s, and half of drivers who have seen campaign say it has had a positive impact on their driving behaviour.