I think the lack of respect given to referees is so far rooted, no highly publicised campaign will change it.
Just look at the Tim Cahill sending off over the weekend. I only saw the MOD highlights and watched as he put in a classic yellow card and a bit challenge. I continued to watch as he refused to acknowledge the referees calls and whistle (which, unless he was deaf he couldn't fail to hear) and eventually ended up with a red card.
I'm convinced that the ref made his decision based on a combination of the foul and Cahill's petulance.
Now, let's see who else picked up on this child-like posturing. Was it his captain on the field, in a position to usher him to the ref, respectful cap in hand? No.
Was it his manager, who could have remained tight-lipped to the press but clear to the player how he'd let himself, his club and the fans down? No.
Not even those celebrity greats of failed England (and Scotland) teams past, the MOD pundits acknowledged his behaviour.
No, I'm afraid that for as long as these preening, puckering 'footballers' continue to earn the sort of money that keeps the credit crunch in perspective, the only respect we're likely to see from them is the odd car park acknowledgement of their team mates' new wheels.