On the US side it's primarily about creating an opportunity for pro-privacy legislators. Specifically, the legislative goal is to push through the passage of th

On the US side it's primarily about creating an opportunity for pro-privacy legislators. Specifically, the legislative goal is to push through the passage of the USA Freedom Act with amendments to prevent the NSA from undermining encryption standards and to protect the rights of non-Americans. Raising awareness is definitely part of it too, but it's not the main objective.