People also forget that this is a two folded campaign and have no idea how it feels to be at the end of it.
The hate spreading might be the main focus , but the group it's aimed at is also targeted. It manipulates them into silence(put your head down,keep quiet they won't cone for you), it causes dissent amongst themselves, it tricks them into being grateful for simply being allowed to exist, while at the same time instilling a desire to prove they do deserve to exist. That they need to work harder,be better , aspire to be human,the right kind of human.
I'm from an (European) country that "swarmed", "stole jobs", "ruined the uk" , "stole benefits" and everything else. The cause of homelessness,increase in crime, failing of the NHS, overcrowding in schools, the breakdown of the infrastructure. Nevermind the treatment I got, the language,the abuse ,the derision , the jokes/banter , the exploitation etc from individuals and companies/government officials , you can't imagine how insecure , unsafe and paranoid it can make you when at every turn you are othered, and blamed and are told you must be better , but ideally you'd just fuck off back home and if you don't, you're part of the problem.
So don't tell me that language doesn't matter or try to reduce it to soundbites and a "main message" that's more palatable.