Advocacy groups have been around for as long as we have been a nation. In the last forty years or so, however, there has been a proliferation of groups representing specific or niche causes, ranging from autism awareness month to asbestos awareness day. Doing a quick search, I found brain awareness week, families of spinal muscular atrophy awareness month, red light running awareness day, penguin awareness week and world kidney day. The variety of awareness groups is as numerous as the approaches used to target supporters and solicit for donations.
It has been interesting to observe the evolution of awareness groups. We have watched Jerry Lewis telethons in which children were trotted out and characterized as victims. "My kids can’t DO anything," Mr. Lewis would wail, "they can’t go out and get a job." We have been inspired to "live strong," in our fight against cancer. Just the language used to promote awareness messages has changed considerably.
How has your awareness message evolved over time, and what has been the most beneficial change, for your own cause? How has re framing the message proved useful? Or, have your tried-and-true methods continued to pay off for you? Has it been necessary to become more outrageous in an effort to compete for donation dollars, or has your campaign metamorphosed so as to incorporate social media and attract a new demographic group? Comment below and share your thoughts, and promote your cause, too!
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