PR agency aims to make the most of health promotion days
A PR agency says it is carving out a niche for itself as a specialist in promoting designated action days, weeks and months for charities.
Palin Communications is currently working on PR campaigns for Prostate Cancer Awareness Month in September, Genetic Disorders Awareness Week (2nd-6th September) and International White Cane Day on October 15 for Guide Dogs NSW/ACT.
It has also recently worked on Hearing Awareness Week (24 – 29 August), Loud Shirt Day in April for The Shepherd Centre and International Men’s Health Week in June for the Prostate Cancer Foundation of Australia.
MD Martin Palin claimed: “Promotional days and weeks provide opportunities for these groups to remind potential supporters of the important work that they do. They get to showcase the value of their services, raise issues and remind people that they are largely reliant on public donations for their ongoing success.”
He said that Hearing Awareness Week had generated 800 calls in a single day for Australian Hearing.
Having worked on a number of successful time-based campaigns, they can definitely work and be a good starting point to create some buzz.
To have carved out a ‘niche’ as a XX Awareness Fun Day or a National ZZ Week just sounds like lazy strategy.
Eventually, inappropriate and ineffective campaigns will dilute the year with meaningless events, audiences switch off.
No disrespect intended to the agency mentioned.
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Promotional days do not represent a strategy in themselves. However, when done well they can be an important tactic as part of a broader national program or strategy to raise specific issues. I don’t think anyone is suggesting that your long term national communications strategy begins and ends with National ZZ Week. Certainly agree that inappropriate ineffective campaigns tend to turn audiences off. Much prefer appropriate and effective ones with meaningful events myself.
And certainly no disrespect taken.
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