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It is often useful, in advancing causes, to put a sympathetic, concrete face on an amorphous cause.

"Save kittens" --> no one cares

"Save this kitten" --> everyone cares

You can think of this as hacking the human psyche, if you like.

It makes it more digestible too. "Save kittens" aka "Save all kittens" - this can divide your attention and distract you thinking about all of those kittens, and then feeling overwhelmed. This of course takes away from focusing on the base issue - much more nuanced and subtle to deal with. It's not easy educating people about nuances either. You need their attention, and you need to cut through all of the noise they've heard.

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