The government of Scotland will be spending £10,000 on in-game advertisements regarding drunk driving, also known as drink-driving in Europe, within Xbox 360 games. One main reason is that more than 70% of 15 to 24 year olds have a gaming console in their homes.

These adverts will be featured and seen by gamers playing online. Some of the games involved are Need for Speed: Carbon, Project Gotham Racing 4, and Pro Evolution Soccer 2008. The campaign is intended to be non-intrusive and subtle, while still getting the message across loud and clear.

Stewart Stevenson, the transport minister, said that this campaign was a "huge opportunity to get the anti-drink driving message to a new audience." He added, "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."

Michael McDonnell, director of Road Safety Scotland, said "that positioning of the drink-drive message in online games will serve as an ever present reminder to young Scots about the consequences. The online message could not be any simpler 'Don't risk it.'"  If ever the trial of the campaign is successful, similar methods may be used to deliver other road safety messages.