It kinda reminds me of the WWII nylon/rubber/pots & pans drives --- more about enlisting people in a common effort to sacrifice, keeping up the morale ... propaganda, if you will.
At least the WWII drives were aimed at aiding the armed forces of our country during the existential crisis of that era. This is being proposed to fight something that might affect us with as little as a 1 deg C rise in temperature this century, barring a sudden turn toward permanently cooler temperatures.