I'm not discounting the importance of being aware of a situation - I'm just saying that much of the time when people talk about "awareness" people are already "aware". And as you say, the internet and social media make it almost impossible not to be aware of issues of significance.
To give you the best example i can think of (and I'm not trying to reignite that debate), claims that Kaepernick was raising "awareness" of police shootings of black people seemed odd because people already were very aware of it long before he kneeled.
That was Trayvon Martin, and Ferguson, and BLM, and all the protests, social media, and blanket media coverage that made the issue dominate the news for well over a year. Almost every single shooting was covered on TV. "Awareness" of the issue wasn't the problem, which is actually why I think there was a backlash. If people truly didn't know there was a problem, the reaction may have been different.