"we need to recognize that shame-based approaches (even when done in good faith) almost always backfire."

Perhaps in some cases, although I feel you are overly generalizing. In all the years I was involved in Act Up, intentionally leveraging targeted shaming campaigns, people constantly cautioned us or counseled us to calm down. They told us we could not succeed, that we needed to adopt different tactics.

Of course, as most historians now agree, those people were wrong. Our techniques were amazingly effective, and we saved at least hundreds of thousands of lives by bringing about effective treatment much more rapidly than would have happened if we had not shamed people.

Shaming really does work sometimes. Amazingly well.