Why does the media use these trendy new feel good words-statements in almost every broadcast?

The "bringing awareness to" or "raising awareness" has always puzzled me. It's always about global warming or AIDS. It's never to make folks aware of celiac sprue or atrial fibrillation. It's always to make folks aware of what we're hearing once on every hour, every day of every year. "I would like to raise awareness of a terrorist attack that happened September 11, 2001". Ridiculous!