reform on a particular social issue requires a ‘call to arms,’ a way of framing an issue in such a way that ameliorative action becomes an option in the minds of the affected parties. Benford and Snow have referred to this requirement as ‘motivational framing’ (2000: 617).
(Lamertz et al. 2003: 88)
Lamertz, K. Martens, M. and Heugens, P. 2003. Issue Evolution: A Symbolic Interactionist Perspective. Corporate Reputation Review, Vol. 6, (1), pp.82-93. doi:10.1057/palgrave.crr.1540192
And remember – what will “motivate” some will de-motivate others.