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Like Kamui4356 said, by the simple act of voicing an opinion it may get regular citizens to think and realize that there is an issue going on.
It's most noticeable when celebrities campaign on behalf of cancer foundations or charities or enviornmental stuff, but it can also work for abortion or the Patriot Act or whatnot.
The sad truth is that most people (Americans, at least) are woefully underinformed about what's going on around them.
A local baseball player coming out in favor of Proposition B will likely lead at least some people to look into what Prop B is.
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