It's purely to make people feel better about themselves

Try to forget about the weird mascot choice. It's just a rallying cry.

I also don't really get why the clippy and he probably could have picked a better avatar for people to use.

The point is (I think) that people who know what it's about will feel the support of all these strangers sharing their view, and people who don't know might look it up and get sensibilized to the cause.