I’ve come to the conclusion that campaigns like that aren’t intended to improve Cybersecurity, they’re there to deflect responsibility.
Also, someone got to shake hands of members of parliament, ministers, senators, governors, mayors, etc. took selfies with Gates, Malala, et al, and created 'content' for their LI profile, and are dubbed 'an influencer of security', and made it to some "30 under 30" list.
So yes.. :) a proper PR effort.