We know football just reflects society. People believe, like when they're on twitter that they have a degree of anonymity, they can do what they want, so they shout out the same stuff they'll shout at home in front of the telly.
I support the kick out campaign in principle, raising awarness, and reminded people who watch the PL that racism is not acceptable, this is a very positive aspect. When you're in another country where racism is more acceptable at least in a small way a message can come across rather than not at all. We are trying to influence people by having a kick it out campaign.
Where it fails is that like many other decisions the FA makes, they make special exceptions. For example , they try and take a serious stance on violent conduct bans, yet famously protested Wayne Rooney's world cup ban

. John Terry got a reduced ban for racist abuse because somehow the lip readers only saw him do it once, whearas Suarez said it multiple times and gets a longer ban

. The special exceptions to the rules given to these players destroys the principles that the FA states and promotes.
As for the Serbia incident or in the likes of Russia. Its not socially unacceptable to be racist in these countries, in my opinion. That is where they differ from many other european countries. Serbians think its a joke, because they don't even acknowledge the abuse. They say what the fans did was a retort. These people aren't serious. Lucky for them UEFA is also not serious otherwise they would be facing a ban. UEFA have the power to send a strong message, but it seems will choose to not do so.
I am absoutely dissapointed at the idea of a Black Footballers union see
http://www.bbc.co.uk/sport/0/football/20048531, do we really need more partitioning then we already have. A Black Footballers unions that whites, asians can't go to? People who came up with this gem really need a strong think. We need to pressure the FA to stop being hyprocrites and sort themselves out, and have a single PFA for ALL players.
I just hope this is all part of a process of human development we'll look back on as part of human history, people accepting are different but have far, far more in common.