Car Insurance News from Be Wiser

Road safety ads target young gamers

Young people in Scotland are to be the target of a pioneering new road safety initiative.

Since many teenagers set to receive games consoles for Christmas, the Scottish government has decided to invest in marketing through this medium.

About £10,000 has been spent on developing drink-drive adverts that will be beamed directly into Xbox 360s.

Scottish transport minister Steward Stevenson described the scheme as "innovative" and a new way of getting road safety messages across.

He commented: "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."

Mr Stevenson added that the scheme was important as the number of road deaths in Scotland was continuing to rise, particularly among young people.

According to official figures from the Scottish government, more than 3,500 young motorists are involved in road accidents each year.

This has led to many cover providers charging higher car insurance premiums to motorists in their late teens, as their inexperience is seen as potentially dangerous.

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