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Charity Campaigns – overcoming awareness apathy

With the number of awareness campaigns growing year on year is it surprising that journalists often take a sarcastic swipe at the organisers of such events? An easy but mostly innocent target I say, but what can be done to help your event stand out in the crowd and enjoy the profile it deserves? 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 ... read more

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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 you'll 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 don't 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. What's in a name? More than you might think.

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