This reflects the nature of its production and its objectives. It seeks to neutralize opposition. This means that there is a limit that these campaigns have to violate conventional norms and ideas. There needs to be openness in marketing messages. Public accusation is one device.
Atrocity propaganda is another device.
Propaganda often uses visual material because visually involving material is more immediate and emotional, it gets you involved. Changing behavior that has an emotion involves changing an interpretation. For this to be done the communication must relate to the values of the audience. They often too seek to change the behavior of the victim rather that address systemic roots. The distinction is a social and political agenda between established organizations who are trying to change our beliefs and behaviors, and new rising pressure groups who prefer an assault on the consciousness to the gentler idea of consumer persuasion.