Failure of an anti-global-warming ad campaign

From this article:

Whether mass media advertising, like the kind the Alliance for Climate Protection intends to deploy, can effectively motivate large groups of Americans is a question that’s open for much debate. McKenzie-Mohr cites a $26 million anti-global-warming ad campaign in 2004 sponsored by the Canadian government that auditors later found did nothing to change viewers’ environmental behavior. “It didn’t tackle the significant barriers that exist to behavior change,” McKenzie-Mohr notes.