Yes, positive messages can work best in some cases, but it really depends on the term. This topic deals with a Campaign Theme, that can have any number of individual Campaigns to introduce new terminology or a meme.
In the case of Phone Zombies (which is really part of a separate topic here) the campaign deliverables will be funny and hilarious and the purpose is make people more conscious of the fact that ‘zombie-ing out’ is not really social.
Both suggestions of you are good ones, and we can brainstorm a good meme or terminology to go with it.
PS I changed the topic message above to refer to Github, where the most recent version of the theme is maintained (we still have to find best way of synchronizing github with forum when reporting progrees)