Road Respect, part of the NSRI Road Safety Partnership, has embarked on a summer roadshow covering six areas of the North East of England. The campaign is running alongside the Euro 2016 Football tournament to highlight the dangers of drink driving at a time of increased incidences.

Building on the success of previous activations, which have included a pop-up shop for the 2014 World Cup at intu Metrocentre and a Rugby World Cup bar tour last year in host city Newcastle, the current tour features a promotional referee with a headset mic conducting “drunken penalty shootout” games outside of Roadi, Road Respects promotional vehicle.

European footballer face masks from Ronaldo to Vardy will be given to those who manage to score a penalty, with all activities being captured on GoPro cameras to create social media content linking in with the #AllezTheLads digital campaign.

The tour also features two oculus rift driving simulators housed within Roadi which feature iconic landmarks and areas of the North East, with members of the public gaining points and prizes for driving safely and avoiding distractions.

The tour runs from June 10 – July 10. Visit for more information.