Consciousness raising (also called awareness raising) is a form of political activism, popularized by United States feminists in the late 1960s. It often takes the form of a group of people attempting to focus the attention of a wider group of people on some cause or condition. Common issues include diseases (e.g. breast cancer, AIDS), conflicts (e.g. the Darfur genocide, global warming), movements (e.g. Greenpeace, PETA, Earth Hour), and political parties or politicians. Since informing the populace of a public concern is often regarded as the first step to changing how the institutions handle it, raising awareness is often the first activity in which any advocacy group engages
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“American families, however, without exception, experience a double message in our society, one that claims a commitment to families and stresses the importance of raising bright, stable, productive citizens, yet remains so bound by an ideal of “rugged individualism” that parents receive little support in their task from the public or private sectors.”
—Bernice Weissbourd (20th century)