Long term goals (“everyone just needs to do <x>”) can (must) coexist alongside shorter term incentives and PR campaigns.
To your point, hyper fixation on the long term goal makes it seem unachievable.
But conversely, short term incentives must necessarily be informed by long term goals if there’s hope of establishing a useful incentive structure.
Success will require focus on both ends of the spectrum.
Ultimately what we’re talking about is society-scale habit change, and habit change relies on both a belief in a long term outcome and a commitment to daily progress towards it.