Know as much as possible about the general culture and subculture you targeting. Be a cultural anthropologist. Look at those around you as if you were from Mars, not them. Question your assumptions. You can pitch your message in a variety of wayspositive, prophylactic, and negative.
Positive memes are ego building messages for the recipient.
Prophylactic memes simply prevent spread or infection by others. Negative memes are the easiest to craft and have accepted, since they exploit mistakes and faults that are either really there or at least perceived as being there. They have managed to promote a continual media bombardment of the Arabs as the 'bad guy' in print and film, potent places for such a message. Decide on the duration and degree of repetition of your message. Use existing channels to move your message.