Just lots of emotional arguments re: paying too much etc.. with little thought to reality or how they're going to get a big discount etc.
It's like the bloke in Nottingham who seemingly refused to shift to a repayment mortgage, carried on paying interest only and then declared that the bank had been paid "enough" and got caught up in a load of freeman of the land nonsense... of course some people rallied around him, how dare the evil banks repossess his home, he's paid "enough" then reality sunk in, it turned out that not repaying all the capital -> your home gets repossessed + presumably a load of additional court costs, charges for bailiffs and the home being sold at auction for presumably a sub-optimal price too.
The guy that could have perhaps made repayments years earlier or indeed rectified his situation by selling the home and using the equity he did have to downsize has ended up with far far less.
I'd be concerned that this campaign could backfire in similar ways for people who don't pay their bills, it's one thing to put the money aside and cancel the direct debit then pay late as some sort of ineffectual protest it's another thing to not pay, let the outstanding bill pile up and then trash your credit rating, end up with bailiffs and/or a pre-payment meter installed etc... this also screws them over in future as they're no longer trusted by creditors... your bills can act as a line of credit in the short term, having access to credit cards and using them sensibly is another useful tool, especially with the availability of transfers, interest-free periods for a couple of years etc. people actively not paying will sabotage access to that and if they end up with a pre-payment meter then they won't have any option but to pay up front.