Fatigue shouldn't be industrial, but the EZY experience is that in the absence of effective regulation, where the CAA and EASA basically look at one another and shrug and then get on with something else, then the only way to make any progress is to make it industrial.
You have the moral high ground and the safety argument, which is good. However it's a lot harder to conduct a sustained campaign over it - it's not just pushing out a pay offer and letting the pilots say yay or nay. BA is made even more complicated by the SH vs LH and the seniority.
Good luck!