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Successful awareness campaigns understand that a story alone is not enough; it needs scaffolding.

The “See the Person” campaign for HIV awareness no longer uses dramatic before/after photos. Instead, it features a series of portraits: a teacher grading papers, a grandpa gardening, a teenager laughing. The caption is simply: “HIV positive. Still living.” rose kalemba rape link

A bus driver in Bangladesh said he always counts passengers before moving. The campaign turned that into “Count Before You Move”—a drill for evacuations. Successful awareness campaigns understand that a story alone