I think this is actually a good idea, if not the best implementation of it. Details do matter, and they have not been worked out. Someone will run with this concept to improve it.
It will get people talking, (or at least thinking). No, it will not make someone "wake up" immediately for most. That is doing little more than pointing out the obvious. However since this type of campaign has really not been tried before, it will tend to stand out in people's minds, and that is what matters.
Sure, they may claim "persecution", but that is a short-term response. If we look at this on a long-term macro level, this will force a few WTF moments for some, in time. Most of us never would have imagined this being done 5 years ago.