If you are designing an awareness campaign, do not lead with a pamphlet. Lead with a person.

“The night they moved her to the ICU, I sat in a plastic chair in the hallway. A young nurse sat next to me. She wasn’t on duty—she was on her break. Her name was Amina. And Amina said something I’ll never forget.”

While survivor stories are potent tools, they must be handled with care. Ethical awareness campaigns prioritize the well-being of the survivor over the "viral" potential of the story.

When sharing survivor stories, the priority is always the well-being of the storyteller.

The #MeToo movement, which started as a social media campaign, is a prime example of the impact of awareness campaigns. The movement has raised awareness about sexual harassment and assault, and has led to significant changes in policies and practices in various industries.