Confrontation up front builds mistrust very quickly. Dont start by building walls.
Develop your messages Deliver them so people will listen
Social Change Theory - my composite External 1. Awareness of the problem External 2. Education on the issues External 3. Learning about alternatives Internal 4. Seeing those alternatives as viable Internal 5. Deciding to adopt the new behavior Internal 6. Succeeding in the new behavior External 7. Getting reinforcement Internal 8. Maintaining the behavior