The theme is designed to highlight a call to action on the part of the reader (in this instance sending a letter of complaint).
This is a special-purpose site that needed to be up and running quickly in order to catch the current news cycle. Using a very lightly modified template from WooThemes, the site was live less than 24 hours after the relevant scandal broke.
The front page highlights the key message in one full width summary section and a special tab in the navigation is contrasted to draw attention to the call to action. Any campaign, commercial or community-based, benefits from having a strong, clear message on the front page with easy links to further information as one reads through the site.
The advantage of using a commercially available theme pretty much out-of-the-box is that it makes it possible to have a site up and running within hours. With more time available, such sites can be designed with unique campaign branding that highlights the call to action even more strongly.
