Scottish Government to put Anti-Drunk Driving Ads in Video Games

I could go on a cliché rampage and maybe add in a few witty and stereotypical snarks regarding the title of this post; but for the sake of my Scottish relatives who know where I live, I will refrain from trying to be funny. Instead I will just report the facts.

In an effort to raise awareness and quell the rash of drunk driving incidents in Scotland, the government is investing $20,000 into adding anti-drinking and driving ads on virtual billboards in several games. Scottish gamers can expect to see these new adverts pop in a few Xbox 360 titles such as Need for Speed Carbon, Project Gotham Racing 4, and NBA Live.

According to the Scotland’s Transport Minister, Stewart Stevenson, “The technology is non-intrusive, subtle, but the message can be seen in the background, loud and clear.”

Due to the increase of alcohol related road accidents recently, the Scottish government felt that they needed a more innovative approach in reaching young people - thus the idea of inserting their message into video games. Officials have stated that if this works, they will expand the adverts to include other road-safety messages.

Look for the Irish to start using this form of advertising soon as well. Hey, I said I would not poke fun at the Scottish in this post - I never said I would not take a shot at the Irish. Sorry Uncle Sheridon, I just could not resist.

Via: China View