TY - JOUR T1 - Reducing Road Rage: The Role of Target Insight in Advertising for Social Change JF - Journal of Advertising Research JO - J Advert Res SP - 381 LP - 389 DO - 10.2501/JAR-43-4-381-389 VL - 43 IS - 4 AU - Jim Crimmins AU - Chris Callahan Y1 - 2003/12/01 UR - http://www.journalofadvertisingresearch.com/content/43/4/381.abstract N2 - 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. ER -