The phrase "we should raise awareness about $x$ " creeps me out. I had trouble identifying exactly why until I read this summary of simulacra levels.

Level 1: “There’s a lion across the river.” = There’s a lion across the river.
Level 2: “There’s a lion across the river.” = I don’t want to go (or have other people go) across the river.
Level 3: “There’s a lion across the river.” = I’m with the popular kids who are too cool to go across the river.
Level 4: “There’s a lion across the river.” = A firm stance against trans-river expansionism focus grouped well with undecided voters in my constituency.

Level 1 states truth about reality. Level 2 manipulates reality. Level 3 states truth about social reality. Level 4 manipulates social reality.

The transition from Level 1 to Level 2 is trading truth for deception. The transcendence from Level 2 to Level 3 trades physical reality for social reality—an abstraction. The transcendence from Level 3 to Level 4 is trades social truth for social deception.

"We should raise awareness about $x$ " jumps all the way up to level 10.

Everything below this line is my own invention and does not correspond to standard usage of simulacra levels.

Level 5 and Level 6 (Media Creation)

If you want to manipulate people on a grand scale then you must transcend to an even higher abstraction: the media. "The media" is just what we call the target of the masses' attention. Media must be interesting if it is to catch the masses' attention efficiently. Level 5 is about genuine interestingness. Level 6 is about creating the appearance of interestingness.

Level 5 (news): "There's a lion across the river." = Lions and rivers are interesting.
Level 6 (clickbait): "There's a lion across the river." = Clickbait with the word "lion" in the title maximizes ad revenue for my news outlet.

Levels 5 and 6 are no longer even about getting people on your side (social reality). They are about generating attention for your information delivery system. (The attention can later be commoditized.) Levels 5 and 6 are the realm of reality TV stardom. These levels are about creating channels and brands. The next level is about manipulating channels and brands.

Level 7 and Level 8 (Media Manipulation)

In English, we often use different words for traditional advertising, native advertising, press releases and propaganda. These distinctions matter if you are an ethical report...