No one thinks that bike awareness discriminates against cars. No one thinks that gay rights awareness discriminates against heterosexuals. (Couples aren't fighting over a finite amount of marriage licenses.) There's no stigma associated with being a civil rights activist. Why do people think feminism discriminates against men? Why is there such a stigma on feminism? Even in junior high, everyone knew racism was really bad. If I told my coworkers I was a civil rights activist they'd think that was awesome. When I tell someone I'm a feminist they look nervous. They do the walk-away-whistling.
Feminism doesn't mean you choose women over men. It means you make room for both.