Awareness Raising Campaigns
February is Black History Month. According to the Association for the Study of African American Life and History (ASAALH), it is celebrated in February because ASALH’s founder first established Negro History Week in February 1926. National Hispanic American Heritage Month is from September 15 to October 15. The thirty-day celebration coincides with several national independence days for various Latin American countries. Other examples of months that raise awareness about the contributions of different subgroups in America include Asian and Pacific American Heritage is in May and National American Indian Heritage month is in November.
Cultural heritage months highlight the accomplishments, history, perspectives and experiences of different populations that make up American society. Thankfully, educational resources that supplement school curriculums are available for African American Heritage, Hispanic Heritage, Indian Heritage and Asian and Pacific American Heritage and can complement school curriculums.
In addition to cultural awareness months, America also celebrates many days and weeks that raise awareness about specific issues and causes. The number of causes addressed each month varies but, in 2015, there were over 200 health-related awareness days observed in the US.
Does Raising Awareness Work?
There is divergence in opinion regarding how awareness-raising months and days impact society.
One argument for awareness campaigns is that, if the public had more information on a particular topic, they would think and act differently. This is known as the Information Deficit Model. The counter argument is that information alone is insufficient to change behavior. And we can see that. Despite greater awareness about the value of diversity, we still see the negative effects of racism and discrimination on specific populations
There are also arguments against awareness-raising campaigns. Some assert that information awareness campaigns are not only ineffective, but they may cause harm – such as passive acceptance of the issue with no action, failure to reach the target audience, and possible backlash.
The widespread use of social media platforms has created additional challenges for awareness campaigns. In 2010, individuals with no connection to the official organization responsible for information dissemination about breast cancer awareness created a viral Facebook post. Likewise, some companies attempt to capitalize on cultural awareness campaigns and make their one-and-only cultural-supportive post during a given month. But they do nothing else the remaining 364 days of the year.
When assessing the impact of awareness campaigns, it is also important to recognize the bandwagon effect – when individuals tend to act or think in ways that others do without any real conviction or commitment to the behavior. We have all seen this happen. A social media post circulates, everyone likes, follows and shares and it becomes viral. That simple act of doing what everyone else is doing in an online environment does not necessarily translate to a change in how people think or behave in the real world.
Everyone Is Different
Despite the cognitive bias that leads to the bandwagon effect, everyone experiences awareness-raising campaigns in their own personal way. Every person has their own way of processing information, understanding issues, feeling sympathy and empathy. Levels of commitment and willingness to take action to address a particular issue also vary by person. This diversity that characterizes reactions is due to differences in human beings’ cognitive, social, emotional, and physical developmental status.
Given these differences, it seems clear that simply providing information to the public will not change every person’s behavior in the same way. People will be impacted differently by the same awareness campaigns.
Here’s an example: October is National Breast Cancer Awareness month. The awareness-raising campaign is led by the National Breast Cancer Foundation, who works to ensure women have access to education, screening and support. They provide some information on breast cancer in men, but less than what the American Cancer Society provides.
Holly Burns explores the differences in how individuals have experienced this month’s breast cancer awareness campaigns. Burns shares how the increased exposure to marketing emails and pink in unexpected places is traumatic for her. She includes the experiences of other women – some of whom find the campaign to be a painful reminder of the most difficult moment in their life.
Everyone’s experience of trauma is different – and should be respected as such.
That’s not to say that personal stories of overcoming trauma should not be told. Indeed, they should be told; they have value and help many women focus on self-care. Individual success stories can also be shared in breast cancer support groups. But, as we know, not everyone wants to be in a support group. Sometimes they are not even the best choice.
Don’t Generalize
Clearly, there are benefits to health awareness campaigns. But as Burn’s story highlights, not everyone experiences the campaign in the same way.
The same is true for cultural awareness campaigns. While these efforts bring about many benefits, we should not presume everyone is in complete agreement about them or experiences them in the same way. This year, when NPR kicked off Hispanic Heritage month, they noted that not everyone appreciates the use of the blanket term “Hispanic”. The Pew Research Center found there is a lack of consensus around the use of terms Latino or Latinx. Because heritage is a multi-dimensional construct, every person will have their own unique experience of awareness campaigns.
The most respectful approach to this complex situation is to not assume we can predict or fully understand any one person’s experience of an awareness campaign. Given their ever-increasing frequency, we can assume awareness campaigns are not going to end. Instead of jumping on the bandwagon, let’s take the opportunity to reflect on what the issue means to us. Then, we might consider asking someone else about their experience of it.
An admirable goal: increase the number of individuals thinking critically and taking meaningful action in response to an awareness campaign. That’s just one simple way we move towards a more inclusive, more respectful, and healthier society.