Awareness campaign

Consciousness raising (also called awareness raising) is a form of activism, popularized by United States feminists in the late 1960s. It often takes the form of a group of people attempting to focus the attention of a wider group of people on some cause or condition. Common issues include diseases (e.g. breast cancer, AIDS), conflicts (e.g. the Darfur genocide, global warming), movements (e.g. Greenpeace, PETA, Earth Hour), and political parties or politicians. Since informing the populace of a public concern is often regarded as the first step to changing how the institutions handle it, raising awareness is often the first activity in which any advocacy group engages.

However, in practice, raising awareness is often combined with other activities, such as fundraising, membership drives, or advocacy, in order to harness and/or sustain the motivation of new supporters, which may be at its highest just after they have learned and digested the new information.

The term awareness raising is used in the Yogyakarta Principles against discriminatory attitudes and LGBT stereotypes, as well as the Convention on the Rights of Persons with Disabilities to combat stereotypes, prejudices, and harmful practices toward people with disabilities.

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