Xbox 360 Gets Anti-Drink Driving Ads
Scottish government takes new approach to safety messages
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.
"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."
Stevenson believes the initiative may reach drivers who have not paid attention to previous messages. "Our road safety initiatives are being heard, but there are some who are still ignoring those messages. Many are paying with their lives", he went on.
"This is a huge opportunity to try and reach a new audience - 73 per cent of UK 15-24 year olds have access to a gaming console in their home. The technology is non-intrusive, subtle, but the message can be seen in the background, loud and clear.
"We will monitor the results of this trial, but I hope it can be a success. With Christmas approaching, and many young people unwrapping new consoles, this initiative has the opportunity to save lives across Scotland."
Michael McDonnell, director of Road Safety Scotland, was also positive about the move, saying, "We need to look beyond the conventional methods of addressing key road safety issues which affect young people.
"I believe that positioning of the drink-drive message in online games will serve as an ever present reminder to young Scots about the consequences. The online message could not be any simpler 'Don't risk it.'"
SPOnG's actually quite impressed with the whole idea...
£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.
"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."
Stevenson believes the initiative may reach drivers who have not paid attention to previous messages. "Our road safety initiatives are being heard, but there are some who are still ignoring those messages. Many are paying with their lives", he went on.
"This is a huge opportunity to try and reach a new audience - 73 per cent of UK 15-24 year olds have access to a gaming console in their home. The technology is non-intrusive, subtle, but the message can be seen in the background, loud and clear.
"We will monitor the results of this trial, but I hope it can be a success. With Christmas approaching, and many young people unwrapping new consoles, this initiative has the opportunity to save lives across Scotland."
Michael McDonnell, director of Road Safety Scotland, was also positive about the move, saying, "We need to look beyond the conventional methods of addressing key road safety issues which affect young people.
"I believe that positioning of the drink-drive message in online games will serve as an ever present reminder to young Scots about the consequences. The online message could not be any simpler 'Don't risk it.'"
SPOnG's actually quite impressed with the whole idea...
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Comments
AnymousNor 27 Dec 2007 02:37
1/4
I'm sorry, i've paid 30/40/50 quid for a game tha i want to enjoy and NOT have some government/agency telling me what i should be doing!!! who do they think they are!!!
James 27 Dec 2007 10:53
2/4
I don't think anyone who understands how big of a problem drink driving is would have a problem about the odd billboard in a game. It's already been done in plenty of games where companies advertise brand logos, and I can't say it made any difference to the game whatsoever for me.
And to the first comment; stop crying just because you can and understand that the minute difference that this will make to your gaming experience is far outweighed by the potential saving of human life. You selfish person.
And to the first comment; stop crying just because you can and understand that the minute difference that this will make to your gaming experience is far outweighed by the potential saving of human life. You selfish person.
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Spanky2090 27 Dec 2007 16:40
3/4
"I'm sorry, i've paid 30/40/50 quid for a game tha i want to enjoy and NOT have some government/agency telling me what i should be doing!!! who do they think they are!!!"
I'm sorry but i just cannot believe how selfish you are. At least the government is trying to put the message accross about drinking & driving. Have you lost any friends or family members to a drink & driving accident? No, of course you haven't. It is terrible when you lose a friend to that, especially when it wasn't their fault.
I live in Guernsey and the have signs, billboards, the police are texting us now, and painted on the road in major traffic areas "Bloody Idiot, Don't Drink & Drive". On the billboards and text messages there is more information other than just that but i think putting in virtual billboards in games is another good way of getting through to people as i for one would take notice.
I'm sorry but i just cannot believe how selfish you are. At least the government is trying to put the message accross about drinking & driving. Have you lost any friends or family members to a drink & driving accident? No, of course you haven't. It is terrible when you lose a friend to that, especially when it wasn't their fault.
I live in Guernsey and the have signs, billboards, the police are texting us now, and painted on the road in major traffic areas "Bloody Idiot, Don't Drink & Drive". On the billboards and text messages there is more information other than just that but i think putting in virtual billboards in games is another good way of getting through to people as i for one would take notice.
TimSpong 28 Dec 2007 12:45
4/4
Nicholas Hyett wrote:
I'm sorry but i just cannot believe how selfish you are. At least the government is trying to put the message accross about drinking & driving. Have you lost any friends or family members to a drink & driving accident? No, of course you haven't. It is terrible when you lose a friend to that, especially when it wasn't their fault.
I've got to say that as in-game ads are here to stay, I'd be pushed for a better way to utilise them at this time of year. Having recently driven England's wonderful M25 motorway for the first time in over a year - by recently I mean on Boxing Day - I think I'd also like to see in-games ads saying, "Don't Drive At All You Insane Red Mazda Cutting-Up T**t!".
Cheers
Tim