According to the National Sexual Violence Resource Center, April has been Sexual Assault Awareness Month since 2001 in the United States. The move to issue a proclamation observing the month was first started by President Barack Obama in 2010, and the tradition has carried over into the Trump administration.

slow and steady brand-building

2000 Starting in 2000, the Resource Sharing Project (RSP) and the NSVRC polled state, territory, and tribal coalitions. They found that most coalitions preferred the color teal. Many used a ribbon as the symbol for awareness and prevention. Most said they preferred to hold sexual assault awareness activities in the month April.
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2002 The NSVRC developed a 5-year plan to increase national awareness. It started by promoting the color teal, month of April, and symbol. The NSVRC sent out teal ribbon pins on small cards with information about SAAM. We also held a nationwide contest for a new slogan.
[...]
2017 The 2017 SAAM campaign theme was Engaging New Voices. The focus was on involving coaches, faith leaders, parents, Greek Life, and bystanders with preventing sexual assault. Many groups know about sexual assault and believe it is a problem, but they don't know how they can help. With the 2017 toolkit and postcards, the NSVRC hoped to help these new voices begin to talk about preventing sexual assault.

because criminal complaints are out of the question

Diversity is the key to economic and political evolution.