Input from Björn after conversation with him:
All those arguments people know already about. The main reason of that they still exist is cause of displacement.
Same bias will get triggerd in webpage if focused on
negative - postiv arguments.
His argument was about to catch people where they are. Make them feel they know already. Show the beauty. Create positive emotions.
...and ending shortly with the problems à la "...you know about, climate change, unjustice, starvation...."
Have them linked to deeper research.