@siege yeah, during my wife's work with ILGA World, I've gotten to know quite a few people for whom that's a big chunk of their activist work. It's important, but I'm not sure I would ever had the patience for it.
I will say, the progress Japanese LGBTQ activists have made using that strategy has been really effective there and it is the kind of place that the need for education is a bigger factor than active politicization against our existence. I wish we had more of that before the politicization of our existence took off in the Anglosphere. I hope that your friend is making progress though and helping get people who can be powerful allies onto our side before it's too late