I started today thinking the same as you lot, I asked the question on my Facebook status and got a reply that made me realise I was wrong.
Many of us don't check our breasts on a regular basis. Many of us don't know how to. That's where the awareness comes in, it's not awareness of the existence of the disease, it's planting the thought that as individuals, we haven't checked ourselves in a while and ought to.
Those posting selfies without the message are missing the opportunity to make more of a difference. In posting a selfie with the message to check your breasts, along with the link to donate if you are able to, that's what gives the most impact.
However, I'm proof that even all those people who are posting selfies without the picture are spreading the message of 'awareness' too. Many people will just remain annoyed and dismissive, many others, like me, will think more deeply and find our own awareness without it needing to have been in those selfies.
This morning I was annoyed, this afternoon I've found out how and checked my breasts. I've urged all my Facebook friends to do the same and posted on the couple of forums I'm a member of so spread the word. Lastly, and least importantly, I've donated to breast cancer research (because I was financially able to).
So that's what the word 'awareness' related to. It's a prompt to learn how to check your breasts and then do it today! I hadn't for quite a while so it worked to raise my 'awareness'. I'd like think that I've raised the 'awareness' of many of the people reading this. CHECK YOUR BREASTS FOR ABNORMALITIES AND DO IT TODAY BEFORE LIFE GETS IN THE WAY. 