I can go door to door asking people to change something, and dozens of my volunteers will feel useful but overwhelmed by how much work there is to do in a city of a million people. Or I can go to city council meetings, and get more leverage there. Or if I can convince one high profile citizen to participate, others will follow. Or I can get into contact with the mayor, state congressional members, the governor, federal congressional members.
It's possible that if I convince the correct five people that they will take half of this burden off of my hands. You'd be crazy not to reach for a lever like that. They are a juicy target, and not just from a punitive standpoint. Of course when you are rebuffed repeatedly by a potential ally, then it's a very human (if questionable) response to seek out some sort of punishment.