I like that phrase - the "apple pie base". That really is who needs to be influenced on the home front. I think the tactic of steering away from anything overtly political is also appropriate, and an appeal to people's inherent desire to help others (usually as long as we don't get killed doing so) is a good way to go - certainly better than the more guilt ridden rhetoric that shows up in a lot of disaster relief advertisements!
Marc
Bookmarks