Kotaku
The Scottish Government is worried about youth adult drunk driving. During their most recent drunk driving initiative, police caught 150 people under the age of 25 (granted, there are roughly 5 million people in Scotland, but the BBC feels the stat is important, so we're letting you know). Now Scotland is putting £10,000, or almost $20,000, behind in-game sober driving ads. They'll be popping up within online-enabled games Need for Speed: Carbon, Project Gotham Racing 4 and Pro Evolution Soccer 2008. Transport Minister Stewart Stevenson had this to say about this new campaign:
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.It's good to see bureaucracy tweaking their gameplan with the times. Hopefully Scotland finds their money well-spent.
