World Toothache Day. International Talk Like a Pirate Day. National Bubble Wrap Appreciation Day. The world of awareness days has officially gone mad.
As a former business journalist turned PR consultant, I’ve watched the rise of these “special” days with a mix of amusement and professional curiosity. After all, there are nearly 80 UK awareness days alone, offering small businesses perfect opportunities to shine. That’s before you even glance at awareness weeks, months, or festivals.
But while awareness days can be PR goldmines, too many businesses treat them like confetti-firing off generic press releases and hoping something sticks. Editors are bombarded with these every year, and most end up in the digital bin faster than you can say “Spam folder.”
So what makes the difference between an awareness day that actually lands you coverage – and one that leaves you shouting into the void?
The answer isn’t as simple as picking a day that sort of relates to your product and crossing your fingers. It’s about understanding how to:
✅ Choose days that genuinely align with your business goals
✅ Layer your story with actual news value (and not just a gimmick)
✅ Time your pitch so editors actually have room to run it
For example, one of my clients – Golden Road Gin – transformed a design award into a national news hook with the help of World Gin Day. But it wasn’t just the day that did it; it was the combination of timing, visuals, and a local success story.
Want to know how they did it – and how you can apply the same thinking to your business?
👉 I’ve unpacked all the details, plus my top awareness day strategy tips in this week’s subscriber-only newsletter.
👉 Sign up now to learn how to turn an awareness day into real media coverage that boosts your brand and your bottom line.