Reducing Road Rage: The Role of Target Insight in Advertising for Social Change
Jim Crimmins DDBChris Callahan Demand Consulting
Advertising to bring about social change is tough. In addition to all the challenges of conventional advertising, social advertising is beset by its own unique challenges. Social advertising often addresses target audiences that have no interest in the offering, such as 6th graders who are urged to visit the Library of Congress website. Social advertising often faces uncooperative intermediaries, such as insurance agents who inhibit attempts to promote federal flood insurance...