That said, I think this sort of thing does work. It's messy and far from ideal but it does push things in that direction:
"Is the idea that if we villify ideas enough and those that express them, they will eventually go away?"
In short... yes. Most people never change no matter what you do. The only way to really change things is to influence the next generation, so that they form different ("better") opinions than their parents. Children get a lot of their opinions from their parents, but they also get a lot of their opinions from the society they're in. If you force bigots to retreat from the public eye it does work to reduce bigotry in the very long term.
I'm not saying these tactics are a good idea (nor bad, I just make no stand on it at all), but they do work, slowly.