The target audience for those calls isn't the police though, so police bristling and the message not convincing them isn't a major "problem" with the message. I

The target audience for those calls isn't the police though, so police bristling and the message not convincing them isn't a major "problem" with the message. It's not a goal either, and it brings with it some negative side effects, but given the effectiveness of the message the people behind it almost certainly consider the negative side effects worth it. The targets are politicians (to redistribute funds), voters (to vote for politicians who will...), and prosecutors (to prosecute criminals who happen to wear a uniform). Nor is the goal to convince cops to get other jobs. Cops don't decide on what the police budget is or how many cops there will be. The goal is to get the people who do decide that there should be less cops. Coal miners is different in that the goal was to appease the population of coal miners... I'm not sure the message is a good idea myself, its seems unnecessarily divisive to society, and that's a bad thing. It's pretty important to understand the goals of the message when evaluating whether or not it does what it intends to though.