I don't pretend to understand any art after about 1960. Least of all this spot of craziness.
We used to use the phrase 'publicity stunt' which covered most of the actions now classified as 'raising awareness'. You don't have to have a point to 'raise awareness' - you just need to do something crazyass and shout 'look at me'; quite a bit.
Still. This chap's 'raised' my 'awareness' of fruitcakes burying themselves in sand, an activity that I thought had died out after the filming of 'Carry on, follow that camel'. You live & learn, eh?
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