Every state has an area with an intractable road safety issue that has not been solved by traditional programs and campaigns. Furthermore, there are inequitable crash, injury, and fatality rates in these areas. Engaging these communities is essential to changing behavior to improve road safety. Yet, it can be difficult to bring community stakeholders together. Travelers Marketing takes a data-driven approach to finding communities with inequitable crashes and fatalities. Our approach gives communities ownership of their road safety concerns and drives change.