It is easier to hijack an already 'in progress' meme and apply some spin control, reinterpretation, shift in perception, and a colorful dash of revisionism. Aggregate your approach. This 'collateral confirmation' gives credibility, and allows you to progress the future memes to approximate the target mindset. Be certain that the paradigm created by the meme fits into the existing climate, mindset, and general opinion, otherwise it has a low potential to spread and infect. You catch more people through letting them into the group reluctantly than you do by having 'press gangs' roving the countryside.
People dislike the power trip of having to do things.
Keep it simple and emotional. These are the basicsphysical fulfillment, food, warmth, sleep, safety. They are also not so basicpositive self-image, esteem in the eyes of their peers, love, belonging, respect. Evoke a group identification. Propaganda creates a mindset that will accept or be neutral towards actions undertaken by the generating source.