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

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.


(via Wonderland)