modest suggestions for anyone trying to save the world
Campaigns are needed because there is an urgent problem which has to be made public in order to be resolved.
Non-urgent problems may require education or information but they are unlikely to justify campaigns.
Campaigns are communication exercises. Effective motivation needs simplicity in message and purpose.
Communicate only one thing at a time. Use a simple unambiguous 'call to action' which requires no explanation.
Consider the 'fire' notices you find on the door of a hotel bedroom.
If you are asleep in a hotel and you smell smoke, you expect to find instructions a bit like the example above.
It gives the bare minimum of essential information. It fits the situation. It asks for action in the right order - you don't want guests looking for a telephone to call the fire brigade - they should first get out.
Yet so many 'campaigns' try to be explanations of the issue. They would produce a fire notice more like this: