It is relatively well known that campaigns do little to modify behavior. (Girasek DC, 2007. Moving America towards evidence-based approaches to traffic safety. AAA Foundation for Traffic Safety) What if the campaign itself is delivered at distraction point?

What does change behavior? Not campaigns, but measures. Make people feel the cost of not complying, and they will comply. This applies to buckling up, to smoking (or smocking, see image below) to homophobia and to making corporations pay for carbon emissions. Campaigns are expensive and not-cost effective; besides, they address people indiscriminately, making some of them feel guilty of things they did not do.