NGO Campaign : Can we change something ?

During the last couple of weeks I have been researching for advertisements
for my 1st term project at LCC, that saw students designing a 15 pages pdf presentation about their
researches. The class was divided in several group with differet tasks .
My group task was :   Design a Campaign for a Non Governmental Organization
                                   the message is "Become greener" 
                                   the target audience is 30 to 50 years old working class man
The research has brought along with its branches, a number of questions which I wasn't able of
answer neither doing surveys or consulting particular studies. I am now wondering about couple of things I'd like to share with you .

How good it is to show people that if they recycle they are hero ?
Isn't it simply what they are supposed to do ?
If we use the hero technique, isn't people going to keep thinking about it as a cliche' ?
Aren't they going to be careful to the issue just in public occasion ?

    






















Famous brands and are making now as in the recent past, usage of this messages to promote eco-sustainable products that in the case of Timberland are effectively innovative. 
But aren't them doing what they are supposed to ??? 
Aren't they sending a message that says we are out of the normal?

Looking at many campaigns I also got the impression that all these powerful and heavy

messages cannot be effective for a long period of time. The reason is that human beings 

cannot live in a continuos state of  anxiety, so they ( us) end up deleting the messages to

carry on living their everyday lives, without thinking that the world is

going to collapse on them in a minute..

What makes this kind of campaigns working is apart from the graphic design ...  the fact 

that people talks about them. It is by talking about or referring to it in conversations 

that the audience familiarise with the concept and resize it to a smaller manageable scale.

The question is, can we design campaigns able to target the boarder lines layers of the 

audience without running into extremes  ?   

Can we create a campaign that works on its own by giving to the audience a new perce-

ption of the issue that breaks from the type of messages they are nearly fade up with ?          

Could it be that campaigns whose content was structured for young folks is in reality 
starting to work more for adults instead of younger individuals ?