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This book explores the history, meaning, and sociological implications of awareness campaigns, seeing them as personal displays of compassion in a culture where empathy is a by-word for authenticity. It also highlights how charities use awareness campaigns to reach their audience, and the transformation of charity into a commercial enterprise.
SARAH E.H. MOORE is Research Assistant at the Department of Sociology, University of Kent, UK. Her research interests lie in the sociology of compassion, risk culture and health.