Proving that not all in-game advertising is used solely for evil
, the Scottish government plans to spend £10,000 on virtual billboards to discourage drunk driving, the BBC reports today
. The campaign will place anti-drunk driving messages in Xbox 360 racing games like Need for Speed: Carbon
, Project Gotham Racing 4
, and sports titles like Pro Evolution Soccer 2008
The Scottish government is elated that the campaign will be going forward, as it believes that video games are a great way of reaching younger audiences. We couldn't agree more, and think that this is one of the smartest uses for ad dollars we've seen in a while. Kudos to the Safer Scotland campaign.