Crafting a message to appeal to the majority almost insures that you cannot turn the ship. To turn the ship, you have to persuade the majority to think differently. That requires the willingness to actually persuade, to explain, and to talk about principles rather than simply tip your hat at them by talking in symbols and clichés.
Most of our so called "Leaders" are too lazy to to lead. The majority of the people are too lazy to change their minds. After all, there is no remote.