People care because we’re people and don’t like to see unnecessary suffering, especially if we’re able to change it. In western countries, our governments (and taxes) are supporting this, we have significant power to influence the outcome.
We also understand that our struggles are connected. The problems in my community are tied to the US support of Israel and their ongoing violent oppression of Palestinians. They cannot be separated, and to create any lasting change we must address the issues in whole, which requires examining how they relate and working to break those connections. The “popularity” in the media is a moment to facilitate doing the good you’re talking about, that’s why so many long time organizers in social just areas are doing exactly what needs doing, seizing the moment.