Does Awareness Lead to Action?

I’ve been involved for years in various public outreach campaigns and “awareness weeks”.

I’ve also been on the other end of the messaging. Anytime the sun is out and I’m walking from IKB to Koerner, I’m being “made aware” and engaged by Greenpeace, Amnesty, Red Cross, World Vision, and the list goes on. The front doors to the SUB are also usually occupied by student groups, health advocates, and charitable causes.

All of this makes me wonder: how can organizations be truly effective at creating the change they desire? How much of that awareness is actually leading to a change in perceptions, in attitudes, and in behaviours, and how can it become even more effective? I feel that Terry readers in general are pretty globally conscious and engaged, and have vast experiences in trying to change the world around them.

What do you think? How can awareness be more than just making someone aware?

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