awareness-raising

If enough people share the same information at once, there's a good chance that the update about that project could become a trending topic on Twitter or Facebook. It could even go viral.
At the end of the film Nighy tries to explain the situation by stating "we got lucky, they didn't, it's kind of that simple". It isn't that simple though, and explanations such a this force people to rely on a logic of bad fortune to explain why people are forced to live in these conditions.