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Scottish govt buys anti-drunk-driving "roadside ads" on Xbox Live

Cory Doctorow at 11:13 pm Sun, Dec 23, 2007

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The Scottish government is launching an anti-drunk-driving campaign using virtual billboards in Xbox Live games:
Transport Minister Stewart Stevenson said the innovative initiative was a "huge opportunity" to get the anti-drink driving message to a new audience.

Mr Stevenson said: "With statistics showing that road deaths, particularly among young people, are continuing to rise, it is clear we must look at new ways of getting road safety messages across.

"This is exactly the kind of initiative we should be trying.

"It is innovative, it is new, and it is far removed from the more traditional methods we have been using. I believe that is what we need if we are to reverse the number of Scots families suffering the tragedy of a loved one being lost."

More than 70% of 15 to 24 year olds in the UK have a gaming console in their home.

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I write books. My latest is a YA science fiction novel called Homeland (it's the sequel to Little Brother). More books: Rapture of the Nerds (a novel, with Charlie Stross); With a Little Help (short stories); and The Great Big Beautiful Tomorrow (novella and nonfic). I speak all over the place and I tweet and tumble, too.

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  • melomel

    THINK ONCE! THINK TWICE!! THINK, “DON’T DRIVE YOUR CAR ON THE PAVEMENT!!”

    (Thank you, Young Ones and Alexei Sayle!)

  • Michael Canfield

    Speaking of ads I can’t wait for the ads for that Hollywood snuff film / Blair Witch rip-off “The Poughkeepsie Tapes” to go away.