The Scottish Government is trying a new approach to warning youngsters against the perils of drink driving: inserting adverts into Xbox 360 games.
£10,000 is being spent on the campaign to put adverts on in-game virtual billboards. The titles set to feature the ads include Need for Speed: Carbon, Need for Speed:ProStreet, Project Gotham Racing 4, NBA Live and Pro Evolution Soccer 2008.
Should this trial prove successful, the Scottish government tells us, the same approach could be used for other road safety messages.
Scottish Transport Minister Stewart 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.
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