EDITORIAL: Today is Over-Exposure Day

As summer approaches, the UK has hit peak season for awareness


Last week was National Smile Week, National Allergy Week and Christian

Aid Week; this week we have National Barbecue Week, Walk to School Week

and MIND Week. In fact, The Profile Group's Awareness Campaign Register

has 475 campaigns now registered for the coming year - more than one a


Awareness days and weeks have historically been immensely valuable tools

for profile raising and assisting organisations and charities to raise

funds - often at very little cost. But with five new campaigns being

registered every month there is a real danger that this PR tool will

lose its value through over-exposure. If used sparingly, the awareness

day or week is still one of the best methods of providing a short,

sharp, shock to the public conscience, but PROs need to think long and

hard about their objectives before further overloading this particular


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