in the 2007 time-frame, the US National Snow and Ice Science Center showed up en-masse in California and were flipping out about ice changes, semi-desperate to find some way to communicate to the public about it. Post-"Inconvenient Truth" and early days of Twitter, the idea that if "somehow, someway, people could know about this" things would get better faster, was the knee-jerk idea amongst people who were immersed…
The idea that the rest of the world is going to follow suit automatically based only on morals is far from obvious.
It doesn't seem that anyone in the mainstream has really found a way to come to grips with this, that at its core any solution is a global coordination problem. (Even putting aside that half the US has found it more politically useful to deny the problem entirely.)