The BBC have reported that the Scottish government are spending £10,000 on anti-drink driving advertisements to appear in Xbox 360 games. The adverts will appear on billboards in the background of online versions of Need for Speed: Carbon, Project Gotham Racing 4 and Pro Evolution Soccer 2008.
The adverts will be “subtle,” but will get the message across “loud and clear”. An example of this message is “Drink Drive. Lose Licence. Don’t Risk It.” accompanied by the Safer Scotland logo. If the scheme is successful, this could be extended to other road safety messages as well.
Transport Minister Stewart Stevenson says, “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.”
Given that police recently caught nearly 150 drink driving under 25 year olds during the “annual festive drink driving blitz” (the what?), and that more than 70% of 15-25 year olds in the UK own a games console, I’m inclined to agree with him. Whilst I may feel he’s placing too much importance on this latest scheme (and let’s face it, politicians are always doing that), I think this is a good way to get the adverts noticed.
Remember kids: drink driving is dumb. Don’t do it. Especially not at Christmas.