Boxing clever on road safety

The Scottish Government is paying for a trial scheme to beam anti-drink adverts directly into X-Box games across Scotland.

The adverts will appear on virtual billboards within the games consoles that thousands of young Scots are expected to receive as Christmas presents.

Transport Minister Stewart Stevenson said that with latest statistics showing an increase in road fatalities, it was time to look at innovative solutions.

"With latest statistics showing an increase in road fatalities, particularly amongst young people, we must look at new ways of getting road safety messages across.

Xbox road safety campaign"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.

"Our road safety initiatives are being heard, but there are some who are still ignoring those messages. Many are paying with their lives.

"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 Michael McDonnell, Director of Road Safety Scotland, said:

"We need to look beyond the conventional methods of addressing key road safety issues which affect young people, and 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 of doing. What many don't realise is that, when caught drink-driving, they will lose their licence - they're LOS 3RS - and the online message could not be any simpler 'Don't risk it'".

The project will cost £10,000 and will initially transmit anti-drink drive messages. However, if successful, the technology can deliver any road safety message needed directly into any game.

Some of the games to carry the ads will be: Need for Speed: Carbon, Need for Speed:proStreet, Project Gotham Racing 4, Pro Evolution Soccor 2008, NBA Live.