Scotland Buys In To In-Game Ads
In-game ads are an ongoing controversy…are they submersive or subversive? Manageable or manipulative?
It looks like the Scottish government thinks they’re an excellent opportunity to be educational. In a move that shows a surprising amount of progressive thinking, they’ve worked £10,000 into their budget to take out ads in the multi-player versions of Need for Speed: Carbon, Project Gotham Racing 4, and Pro Evolution Soccer 2008. The billboards aren’t political, they’re not consumerist slanted, they’re pixellated reminders about the dangers of drunk driving.
As Transport Minister Stewart Stevenson explains:
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.
What a phenomenal use of pop culture advances for the greater good! It’s great to see the ‘old guard’ thinking fresh and addressing problems through newly opened avenues. The ads are a component of Safer Scotland’s “Don’t Take The Risk” campaign.
Image and news via GamePolitics.com
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