Perhaps the most important element in any campaign for “raising awareness” about an issue is the selection of your audience.
We seem often to take a far too random approach to this; gathering information about an issue and then just throwing it out into the public space like a message in a bottle. I am not saying that this does not have any impact, but yes; it is random, the impact is vague, and the odds are against it leading to any sort of mobilisation.
Another mistake is the tendency to circulate the information largely among people who are already concerned with the issue. The idea is, I suppose, that these concerned people will then have more information that each of them can then spread into the general public sphere.
There are a lot of NGOs dedicated to various human rights issues, and they release reports like unleashing a flock of pigeons from a rooftop, and more often than not, nothing substantially changes. I have noticed this a lot with Rohingya advocacy groups.
We need to identify whose awareness matters the most, and that means first knowing what we want to accomplish by this awareness.