The state of Delaware is starting a new campaign in association with the ESRB with advertisements, such as this one, all over the place. It’s to educate parents to understand the rating system for games better and to ensure that they only buy games appropriate to the age of their children.
Personally I think that’s a great idea. Games only seem to be in the press whenever another school, mall, college shooting happens, regardless if the assailant ever played a game. There are still too many people that have no idea just how far games have come; someone I was talking to recently hadn’t played a game since Tetris. Compare that to games like Mass Effect that are a completely different level.
And all the people that don’t realise that games aren’t just for kids. According to a BBC study, the average age of UK gamers is 28.