Educating consumers is a highly effective way to raise awareness of important and pressing issues of the world. Some of these issues include AIDS/HIV, malaria, poverty, global warming, breast cancer, and smoking. An awareness campaign is an example of a strategy used in consumer education. Some known campaigns include: An inconvenient truth, a movie with Al Gore as an advocate, one.org for making poverty history, and thetruth.com to stop smoking.
Some tactics used in these campaigns include: confrontation, media exposure, company sponsor, product advertisement, and celebrity endorsement. The use of multiple tactics usually results in a more successful campaign.