Facially it's counterprogramming for pro-crypto advocacy. More broadly it's propaganda intended to promote general opposition to cryptocurrency and the adoption of related technologies. That this includes not investing in crypto markets is a given, but most of the intended audience is not made up of people seriously considering doing that in the first place. The end goal is to reach and convince a broad enough audience that corporations, celebrities, etc. see involvement in crypto as a risk to their brands, not something to be pursued and cashed in on. This also leads to an environment of public sentiment where politicians and regulators are more inclined to crack down on crypto, rather than enabling it.