Winning a war and winning the heart of a lady is a CONTEST. It is a competition. It is a measure against a criteria that once completed, confers the status of “winner”. In that manner, one can win badges such as the Sapper badge, or Ranger tab, Rifle marksmanship, Airborne etc.
However, one does not win medals. Medals are awarded in recognition of heroism, gallantry and achievements. There is no test or criteria that one may execute such as in a contest or completing a course and automatically receive any medal.
That (the distinction between “contests” and other endeavors or heroism) is just made up. One wins wars, one wins a lady, one “wins through” to some goal or victory.
In “It’s a Wonderful Life,” the narrator and George say several times that Harry “won the Congressional Medal of Honor.” It was, and is, perfectly standard, correct usage.
I don’t know who started this nonsense, but it’s fairly recent, and it’s bogus.
BTW: In contests of PURE CHANCE, such as the lottery, prizes are “AWARDED.”