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Cinema and Xbox adverts target young drivers
Jul 31 2008 by Graham Fraser, Hamilton Advertiser
ROAD Safety Scotland have developed a new multimedia campaign to encourage a change in young drivers’ behaviour.
A state-of-the-art cinema ad, Xbox live in-game advertising, and social networking sites will be targeted by the campaign.
The cinema advert, which will be shown at screens in Hamilton, Strathaven and Lanark, follows a group of four young males on a typical night-time drive.
The driver is distracted by one of the passengers, leading to the driver losing his focus and control of the car and crashing into an oncoming vehicle.
The ad is set on a country road at night – statistically the most likely scenario for road accidents involving young drivers.
Road Safety Scotland’s Director, Michael McDonnell, commented: “Despite having just passed their test, many young men are extremely confident in their driving abilities. However the number of accidents on Scotland’s roads involving young drivers demonstrates how dangerous these attitudes can be.“
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