I think we're only seeing a part of the campaign. They said in the video that this was an AWARENESS campaign, which implies that there are other aspects that deal with legislation and/or enforcement that will be undertaken at some point, and they want the support of the public at large.
Ultimately, I suppose you could say this was 'shocking' or 'pointless' or 'dumb' or whatever, but the truth is, it's something drastically different than the same old "stand on a corner and solicit signatures for your cause and raise awareness, and having a success rate of about 1 in 1000 people." New, non-dick tactics (unlike PETA's) that grab people's attention are not only good, they deserve to be complimented.