RT Journal Article SR Electronic T1 Reducing Road Rage: The Role of Target Insight in Advertising for Social Change JF Journal of Advertising Research JO J Advert Res FD WARC SP 381 OP 389 DO 10.2501/JAR-43-4-381-389 VO 43 IS 4 A1 Jim Crimmins A1 Chris Callahan YR 2003 UL http://www.journalofadvertisingresearch.com/content/43/4/381.abstract 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.