PT - JOURNAL ARTICLE AU - Jim Crimmins AU - Chris Callahan TI - Reducing Road Rage: The Role of Target Insight in Advertising for Social Change AID - 10.2501/JAR-43-4-381-389 DP - 2003 Dec 01 TA - Journal of Advertising Research PG - 381--389 VI - 43 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/43/4/381.short 4100 - http://www.journalofadvertisingresearch.com/content/43/4/381.full SO - J Advert Res2003 Dec 01; 43 AB - Billions of dollars are spent in advertising for social change yet much of it is reported to be ineffective because of a lack of insight into the target audience. We illustrate the value of target insight in guiding advertising for social change with a focus on road rage, the always rude and often dangerous expression of anger on the highway. We add to the limited research in the field a new body of data about people who are prone to road rage. Target insight suggests a strategy for advertising to reduce road rage including who to talk to, what to say, and where, when, and how to say it.