Supercars star David Reynolds and carsales Curb the Rage

Bathurst winner David Reynolds is the driving force behind a new campaign to reduce frustration and violence on the road

Supercars driver and Bathurst ace David Reynolds has put his weight behind a new campaign targeting road rage.

And carsales is on board too, as the program’s first partner.

The idea is Reynolds’ own and is dubbed Curb the Rage.

Usually known for his happy-go-lucky demeanour (when he's not driving to win), Reynolds is deeply concerned about the scourge of road rage.

"Road usage in Australia is at an all-time high, and with that brings more congestion which is causing more road rage," Penrite Racing driver Reynolds says.

"In 2002, the Government's Intergenerational Report forecast our national population would exceed 25 million in 2042. In 2007 the estimate was dropped to 2024. We have now almost exceeded that figure in 2019."

Reynolds will use his Supercars prominence to help spread his anti-road rage message.

The first initiative to help promote Curb The Rage is 'CHILL', an in-car air freshener designed to prompt drivers to relax and settle down, even when traffic (and other drivers) are pushing all their buttons.

It's a humorous device with a serious message to convey.

CHILL will be sold through automotive aftermarket retailers and online. Reynolds, his management team, Push Talent Management and carsales will also support the campaign via social media.

An essential part of the campaign is the focus on kids, involving school visits to inoculate students against giving in to road rage. Tactics will include 'avoidance' and 'coping' mechanisms.

"By visiting schools and industry I hope to build momentum with the campaign," Reynolds explained.

"This issue is real; it's having an impact on a lot of lives and the consequences are terrible. Together we can get back to the privilege of driving and our Australian way of life," David said.

Look for the roll out of Curb the Rage initiatives here at carsales and via other channels. We hope you’ll get a giggle from them, but remember, the message is serious.

Pictured: David Reynolds with carsales Editor in Chief, Mike Sinclair