Building on the work of Norbert Elias, Cas Wouters shows how, after a process of moral formalisation that occurred from the sixteenth century onwards and during which a fairly strict self-regulation spread, during the twentieth century European societies went through an increase in emotional alternatives and a moral “informalisation.” How the informalisation process informs actors invested in “civilising campaigns”—that is, attempts to influence the behaviour and morals of individuals—remains relatively understudied. The objective of this chapter is to show that the notion of informalisation is useful not only to understand the changing dynamics of gender relations but also to explain the choices professionals make in organising initiatives to raise awareness on gender-based violence. It explores civilising campaigns in times of informalisation based on a case study of awareness-raising on street harassment in the Netherlands. I argue that the process of informalisation imbues people with fear of “moralising” others. In the Netherlands, apprehension of moralising prevented policymakers and professionals from employing feminist vocabularies and approaches to street harassment as a form of gender-based violence.