Awareness is never effective.
The recent KONY 2012 campaign is a very good example. Yes, now a whole lot more people know about the situation in Uganda but nothing will change just because of this. Lets face it, a genocidal tyrant will not disappear just because a bunch of people have tweeted, shared and hit the like button on Facebook.
In the new world of engaged democracy people must get more involved first-hand and on-ground rather than just spreading the word. Sharing and being involved is now the easiest thing in the world. However, it is completely useless at this point in time. Genuine and personal on-ground action, funds and commitment are required.
The fundamental flaw with awareness is that it assumes that there is strength in numbers which we know is not an effective way to get anything done. A few individuals that are passionate, action-oriented and well-funded have a better chance of reaching good solutions or solving problems than many "concerned and well-intentioned" citizens of the world regardless of how upset they are over the specific issues at hand.
The bottom-line for democracy and to try to really solve the world problems is to have the concept of majority rules abandoned. Less people should be involved but they have to have more knowledge, be a financial stake-holder, an international organization, a corporation or hold a "significant" interest. These should be the only people involved.
This approach should lead to institutional reform for our national democratic evolution. Congress should be repurposed to oversee the process rather than be the involved in making the policies or taking action. "Engaged democracy" works best when only those who know what is actually happening are involved and the rest of the population are left out...no matter how well-intentioned or aware.