Stickiness = the one thing that transforms your cause or campaign from noise to signal. For instance, “just 1411 tigers left”.

But now that you’ve made your cause stick in people’s heads, what next?
1. Wait till the glue dries up. It’s inevitable.
2. Give people the chance to forget. They will.
3. And then hit them with something so totally outrageous, so provocative that it enters the currency of conversation. The "Oh Did you hear what they did?" kind of a stunt.

It’s called Sabotage.
Designed for that crucial part of any social campaign, when our collective amnesia begins to overwhelm the stickiest of sticky causes.
This is where evangelism must give way to extremism. From Stickiness, to Sabotage.
Think 9/11. (Cause = Destroy western civilization)
Think Dandi Salt March (Cause = Expose imperial exploitation)
Think Greenpeace. (Cause = Piss off the Japanese).
Those nuts have practiced it for years; although being so repetitive in their approach as to make it too predictable, going counterproductive to the stickiness principle.
You're better off doing it once, but doing it big.

Two examples spring to memory.
The first was Rajiv Goswami’s self immolation in 1990, an act that sparked a nationwide debate on the caste-based reservation system in India. I still remember how his ‘heroism’ inspired me and my friends, dysfunctional 13 year olds that we were, to gleefully ransack and stone DTC buses one fine morning in Kalkaji. (Incidentally, in my college years, I once hitched a ride in a car, whose driver claimed to be Rajiv Goswami himself. I had no way to confirm this of course, for his horrific face resembled a hastily prepared omlette, gooey and pulped out of shape presumably by severe burns. But that's what the guy claimed. It seems cruelly ironic that when Goswami finally succumbed to his injuries 5 years ago, the news escaped most people’s attention, both unrecognizable and unrecognized in his death.)

The second is the Thirsty Black Boy campaign in Europe in 2008.
To draw attention to the plight of 1.1 billion Africans without access to safe drinking water, a nameless young black boy dressed in shorts was seen running into prime time TV shows like Oprah's, right in the middle of the proceedings. He would get onstage, chug the glass of water that sat customarily in front of their guests. And ran off, leaving the hosts, guests and the national tv audience entirely gobsmacked. In three days, the boy had been on enough programs that a stir was created. In just six days, people donated the equivalent of $5.24 million dollars. Considering the relatively small size of Belgium, that’s no small feat.
Watch this: