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.