Reducing road rage: the role of target insight in advertising for social change

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.

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...

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