Feeds

Xbox gamers urged don't get smashed

Scottish Government drives home anti-drink message in racing games

The Power of One Brief: Top reasons to choose HP BladeSystem

The Scottish Government is to spend £10,000 on a trial scheme to place anti-drink adverts directly into Xbox 360 games across Scotland. The adverts will be seen by gamers playing the online versions of titles including Need for Speed: Carbon, Project Gotham Racing 4 and Pro Evolution Soccer 2008.

Project Gotham Racing 4 anti-drink drive poster

The Scottish Government hopes to keep the natives off the booze long enough for them to finish the race

This campaign comes as many will be playing console games at home and at a time of year that always presents problems with drink and drive related incidents all across the country: the in-game billboards will carry the Safer Scotland logo. Transport Minister Stewart Stevenson said that with road accidents continuing to rise, it was time to look at innovative solutions.

Project Gotham Racing 4 anti-drink drive poster

Xbox 360 drivers are encouraged not to drink and drive: you'll spill it...

"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," Stevenson said.

"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."

The Scottish Government said the adverts would be non-intrusive and subtle, while still getting this important message across. If the trial is successful, the same strategy could be used to deliver a wide range of road safety messages.

Application security programs and practises

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
Bose says today is F*** With Dre Day: Beats sued in patent battle
Music gear giant seeks some of that sweet, sweet Apple pie
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Microsoft confirms secret Surface will never see the light of day
Microsoft's form 8-K records decision 'not to ship a new form factor'
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.