Exactly, fear is a good motivator. In our community mailing list every time there is an earthquake somewhere in CA, emails start flying about earthquake insuran

Exactly, fear is a good motivator. In our community mailing list every time there is an earthquake somewhere in CA, emails start flying about earthquake insurance. In the above case, a crime is a good motivator for people to start looking into protection and crime prevention options. So, yes, I think there is some real value in exploring context as the Ad driver.