People who are on the fence or ignorant of the issue now know about it, and can be swayed. People with deep but irrational convictions, can be pulled to ration

People who are on the fence or ignorant of the issue now know about it, and can be swayed. People with deep but irrational convictions, can be pulled to rationality or vice versa. I'm not saying this specifically about PETA, but that's generally how campaigning works.