Are trying to make a dent in people who might be faltering religious wise, I hope it has the right effects of helping them free themselves instead of making them cling back to a religion they were on the exit plan shortly. While talking with a kid who has many pioneers in his family, it's weird how he was clinging to the religion even though he celebrated birthdays, Christmas, Easter and Halloween, try to figure that out! His parents are out of the religion or do the annual Memorial Token visit with all the other Outcasts J.W.s pride themselves not being.
So what's the answer to this question, is the goal to warn the public and prevent them from drawing close to a religion that's losing relevance and rapidly become stale like bread without preservatives? The Watchtower wishes their 1914 and Twisted-Generation Teachings had the shelf-life of Twinkies but they don't. JW Facts has shown to anyone willing to open their eyes the Watchtower's Doctrines are falling apart. Who is the targeted audience with the poster because the website used for those who want to discover more information might want to change content to fit the correct demographics. Do you know if they did some experimental research to see who would be best suited for these signs?
I agree with some of what Simon says, they have the low retention rate because their goal is to get you in the door, once your in they dump you off because they can't count time anymore and once you leave their willing to apply all the time needed to expel you! Your screwed twice over, you lost your physically family if you were a bitch or cock to them, and if you get kicked out there goes all your pseudo JW Family that they promised for be there for you!
"I'm not 'against' doing things per se - I just don't think it's the most cost-effective way of reaching people and is the wrong message for the wrong audience. It's unclear what the intention of it is meant to be or how success will be measured - key factors for any advertising campaign.
BTW: JWs already have the lowest retention rate of religions - I think the information is available for those who want it but you can't make people want it until they are ready.