This can be easily undone with the following meme...
1. Take whatever advert they create with the tag line "No Place To Hide".
2. Change the image to Ann Frank.
3. Profit.
* BONUS: Add the text "If you have nothing to hide, you have nothing to worry about".
2. Change the image to Ann Frank
Does Ann Frank, a teenage girl, know how to set up end to end encryption if it isn't already the default?
Is every target of tomorrow's witch hunt going to know they should have broken the law to encrypt their communications today?
End to end encryption needs to be ubiquitous because no one without it is safe.
But, privacy is not just important against (traditional) tyranny of the state.
Maybe change the image to be a bathroom to get the mesage across.
Somehow people don't want that, and only consider politicians criminals in all other aspects, except this.
4chan is not real life. Sure, you will get truly epic lulz but in reality it will only be used against to add another label to go along with the pedophile one.
I put about a 10% probability that the slogan was chosen because it is so bad and easily subverted.
A backlash to a backlash is worth a few extra days of free coverage.
RE: 4chan. I think you might be projecting. I actually think the Anne Frank thing would cut through in the real world.
I think that in this case the image is effective as a counter to the argument being presented in the campaign.
- It shows that there are other categories of people who have legitimate reasons to want privacy and not to trust the authority of their country.
- It does it in a way that would not require explanation to anyone familiar with Anne Frank (including lots of people from UK).