So How Do We…

live and share our message without becoming this…

Campaigns designed to raise awareness are as much about advertising the status of the campaigners as they are about changing the outlook of a target audience. For example, advocates of breastfeeding produce literature that affirms the virtuous nature of their own lifestyles while also inviting those who have not seen the light to become aware. The very term ‘raising awareness’ involves drawing a distinction between those who are enlightened, who are aware of something, and those who are not. It draws attention to the fundamental contrast between those who know and those who are ignorant, between the morally superior and the morally inferior. So someone who allows his children to eat junk food is not only unaware and ignorant; he’s also morally questionable.


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