That era is over.

If you are building an awareness campaign, throw away the jargon-filled press release. Stop leading with the terrifying statistic. Instead, find a chair, sit down with a survivor, and ask, "What do you want the world to know?"

This is where the tectonic shift in awareness strategy has occurred. Over the last decade, the most effective awareness campaigns have moved away from pie charts and toward the raw, unfiltered power of .