Don't Kid Yourself...it's Up to You. Stop Him!" poster
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
The artwork uses intense eye contact and a literal weapon pointed at the viewer to create immediate visceral fear, while the headline cuts through diffusion of responsibility by pointing directly at 'You'.
Steal this when
You need to shatter complacency by putting the responsibility for a massive threat squarely on the individual.