" I agree with you, surely it must be left to an individual’s conscience, how can it be right to force anyone to shun or not shun... "
That is NOT what is being campaigned for, the individual's Human Right to exercise THEIR conscience will never cease to be.
But the Shunning as practiced by J.W org. and other high Control Groups, is mandated from the top, and members are coerced to not use their own conscience, whatever the Org, claims, we ALL know this.
I have had one lovely old "Sister" on the 'phone to me in tears because she was forced to shun a lifelong friend and her immediate family. There ARE a huge number of J.W's who would not shun given the freedom to use THEIR conscience !