I don't see this as polarizing. The focus of the campaign is not something negative about the opposition. This seems about reaching people who share a common

I don't see this as polarizing. The focus of the campaign is not something negative about the opposition. This seems about reaching people who share a common interest and motivate cooperative action; however it could easily be used as outreach to those with opposing views seeking to inform and persuade. As far as "impersonal" is concerned. It's goal is just the opposite: to initiate personal contact and interaction, interaction which occurs after the initial contact. It could be used in an impersonal way, but as you indicate that would be offensive and produce the wrong result.