By the time you start advocating for "collective action", you should have defined what the goal of the action is a lot more precisely than "dissuade assholes from being assholes" because a social movement with an ambiguous goal is a menace to society: there is a reason no one want another witch hunt.

If the goal of the collective action is to cancel anyone who (like Watson did) asserts that one race of people is on average less intelligence than another race, then say so.