Stop Wasting Your Time on Awareness Campaigns

Curt and Katie chat about the limitations of performative awareness campaigns and the need for action-oriented advocacy. Inspired by the article Stop Raising Awareness Already by Ann Christiano and Annie Niemand, they critique viral campaigns like Kony 2012 and the CDC’s zombie apocalypse campaign, highlighting the importance of targeting the right audiences, crafting compelling messages, and developing a theory of change.

 Transcripts for this episode will be available at mtsgpodcast.com!

In this podcast episode we talk about the limitations of awareness campaigns

Curt and Katie talk about what to do instead of focusing precious time, energy, and resources on advocacy that is solely about awareness. We look at what has worked in the past and how to implement that now.

Why Awareness Alone Isn’t Enough

• Performative awareness (social media posts, profile filters) often doesn’t lead to real change.
• Examples of failed awareness campaigns:
• Kony 2012: Viral but lacked sustainable action.
• CDC’s zombie apocalypse: Popular but ineffective at promoting emergency preparedness.
• HPV vaccine campaign: Faced backlash due to misinterpretation of its message.
• Some awareness efforts even create harmful counter-movements (e.g., “All Lives Matter” in response to BLM).

The Importance of Targeted Advocacy

• Broad awareness campaigns often miss key decision-makers—advocacy should focus on specific audiences.
• Examples of effective advocacy efforts:
• Lobbying for minors' rights to amend therapy records.
• Medicare reform efforts for mental health providers.
• California Association of Marriage and Family Therapists (CAMFT) educating legislators about MFTs.

Developing a Theory of Change

• Advocacy needs clear goals and strategic planning.
• The story of Rosa Parks demonstrates effective timing and targeting in advocacy.
• Successful campaigns require repetition, patience, and clear calls to action.

Practical Steps for Effective Advocacy:

·      Move beyond awareness—advocate for policy changes, funding, and direct action.

·      Target specific audiences (lawmakers, healthcare providers, educators).

·      Craft messages that resonate—ensure they lead to measurable change.

·      Develop a theory of change—plan advocacy efforts with long-term impact in mind.

Stay in Touch with Curt, Katie, and the whole Therapy Reimagined #TherapyMovement:

Our Linktree: https://linktr.ee/therapyreimagined

Modern Therapist’s Survival Guide Creative Credits:

Voice Over by DW McCann https://www.facebook.com/McCannDW/

Music by Crystal Grooms Mangano https://groomsymusic.com/