Every cause has an effect. Bigger the cause, greater the effect.
When truth is spilled out on breakfast tables, every morning, unabashedly asking uncomfortable questions and raising a voice loud enough to be inappropriate for breakfast conversation, it does become unpalatable for a few.
And a tabloid that believes in filling its pages with nothing but this stark naked truth, chooses to embrace the hatred that follows, almost with gratitude. Because if being hated by a few means change, it is better than being loved by everyone.
The campaign mirrors this belief of the newspaper and dramatises it in context of the hard hitting stories that have lead to change and also some hatred. But Mirror would rather be effective than comfortable.