We, individually or as a society, tend to judge other people on their values and opinions.
Certain principles make us feel uncomfortable and we might even confront people on them.
Nevertheless, as the Pilion Trust campaign below shows us, between our principles and our actions, there is a huge gap. Caring for something doesn't mean helping the situation get better.
Plenty of other examples can be mentioned, specially with the environment, so how can we make people care enough to take actions?