Charity Campaigns - Overcoming Awareness Apathy

Charity campaigns usually have two aims to create greater awareness of their particular cause and often to fundraise as well. Who could argue with that? The problem is that commercial organisations are joining in the awareness game and creating their own world/ international or national awareness day, week or month for their products or services. So everything gets lumped in together the commercial and the charity with a resultant awareness apathy fast setting in.

So what can be done?

A bit of creativity is called for I believe. Of course the organisations behind the worldwide Breast Cancer Awareness Month, World Aids Day and World Food Day have nothing to worry about. Brand awareness is strong for these events and the press are falling over themselves to cover these newsworthy campaigns.

However, I would urge caution if you are creating a new campaign and thinking of including any of the following words in your event title:

World, International, National or Awareness not if you want to stand out in a busy market place that is.

If you want to get an idea just how many events include these words just undertake a short word search on my website of course many of these are successful in achieving their aims but this will often have been built up over many years and are run by well-resourced charities.

Now dig a bit deeper on the site. Scroll down the monthly listings and youll find some extremely creative campaigns often run by smaller charities - whose campaign names are real gems. If you are intrigued then others will be too journalists, fundraisers and potential supporters all vital for a great campaign.

Here are some examples beginning with my favourite:

Yummy Mummy Week

Hoof it for Horses

Jeans for Genes (pure genius!)

Wear it Pink

Bug Busting Day: Head Lice Beware!

Wrong Trousers Day

Togs for Dogs Day

So dont give those journalists any more opportunities leave the unimaginative campaign name calling to the commercial brand managers and blaze a new trail for non-profits. Whats in a name? More than you might think.

Gareth Jenkins is Founder and Editor of the Count Me In Calendar visit the site for the very latest charity events from around the world.

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