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Marketing Me: Annoying Phrases "Raising Awareness"

There are some things that are said in our society so often that they become accepted as fact or better yet, just acceptable. How many times have you heard someone say "I need to find an ATM machine and get some cash"? The M in ATM stands for machine. Duh.

But there are some terms which have far greater consequences in today's society and yet are repeated as if they are good, wholesome terms and which are shared by all. For instance...

Raising awareness - Charity used to be admirable. An individual or group would see a problem and would work tirelessly to find a solution to the problem. Hunger, sickness, homelessness, endangerment and so on.

Not anymore. Today, the buzzphrase is "raising awareness". Instead of finding a solution, simply tell others about the problem. Repeatedly. Even if they already know about the problem, bang them on the head some more. Raising awareness means creating commercials, campaigns, web sites, emails, signs, posters and what not which tells others about a problem.

Raising awareness is popular because advocates no longer have to get their hands dirty. Why actually feed a hungry person when you can simply show well fed people pictures of hungry people and remind them of the problem? Why directly help and comfort cancer patients when you can go to the government and lobby them to "do something"?

Not long ago, companies used to change their product packaging to pink for a month or so and pledge to donate a portion of the product sale proceeds to fighting breast cancer. Now they donate the money to "raise awareness" about breast cancer. I think everyone knows about breast cancer by now (some first hand unfortunately) and all would feel better if that money was actually going to pay some scientists and labs to find a cure.

Raising awareness is a wonderful way for selfish people to feel good about doing as little as possible.

I hate the term "raising awareness" and wish people would get back to actually doing something about problems rather than blabbing about them.
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