Capitalise on Awareness Days in Print & Visual Media

From Aaarrrs to Offset, Marcus Clifford’s latest blog looks at Awareness Days – what’s the point and how can we capitalise on them

Years ago, while working with independent magazine publishers, I used to organise an Independents’ Day Party on the 4^th of July at a great London venue. It was a way to spotlight the small, independent Magazine Publishing houses we wanted to champion, and it worked. We strengthened relationships with existing customers, got noticed by prospects, and created a talking point in a noisy, competitive market.

That experience planted a seed I thought about on July 4^th. Awareness days aren’t just about causes, they’re strategic opportunities. I am always surprised by what has an awareness day now, yes, here’s some. National Awkward Day’, ‘Talk like a Pirate Day’, 19^th September!!! National Dimples Day, July 9^th. And then I came across National Orgasm Day, July 31^st. It apparently aims to celebrate sexual climax and raise awareness of issues surrounding sexual climax. This day, more than many, highlights the power of surprise, cheek, and relevance. It’s shareable. And it’s memorable.

Why might our interest be piqued a bit more around this particular day?

Remember the power of Haptics, touch and feel offered by digital and print embellishing. This is the print’s playground of differentiation and enhancement, encompassing sensory, physical, creative, and bold elements.

Any company or organisation can apply to create a national day for free at nationaldaycalendar.com. Of some 18,000 applications, only 30 are approved every year.

And then onto our sector, Print and Visual Communications. We have, for some 10 years, had an International Print Day and printing professionals worldwide are encouraged to share inspiring stories about print across their social media channels by using the hashtag #IPD24.

Last year’s theme was #PrintLife. #PrintLife representing our lives in print – What we do, Where we do it, Who we do it for and why print is a fun and rewarding career.

Deborah Corn, its founder, says, ‘#IPD24 is the perfect opportunity to share the cool printed products we can create, how print media supports digital media as a powerful communications channel, and help transform the reputation of print from an antiquated to a modern technology.’

‘I chose #PrintLife as this year’s theme to focus on the advances in printing technology that make it a customisable canvas to decorate our homes and businesses, light up our favourite soda bottles with printed electronic labels, and create interactive experiences with digital bridges to online media.’

This is a worthy Awareness day, of course, but as it is a few months away, maybe think a bit more about how you can use it strategically and really engage with your market and your customers.

So, What’s the Big Deal About Awareness Days?

Awareness days – from World Mental Health Day to Earth Day are more than hashtags or themed cupcakes in the office. They’re built-in conversation starters. They give brands, teams, and customer-facing professionals permission to engage, educate, entertain, and connect. In a fragmented attention economy, having a ‘reason’ to talk to your customers matters.

Here’s how they can work for you more?

• They cut through the noise. Piggybacking on a trending topic gives your message relevance and timing.
• They provide emotional cues. Whether it’s support, pride, humour, or reflection, people feel something on awareness days.
• They allow you to align values. You can show your brand stands for more than sales.
• They offer content gold. From posters to postcards, from reels to real-time print runs – awareness days are a gift to marketers and creatives alike.

Print and visual media professionals already know how to help brands communicate meaningfully, but too often, we miss the timing and hooks. Awareness days give us an anchor. And the boldest businesses? They’re not afraid to embrace both the serious and the silly.

Here’s how companies might harness these days further?

 Map Your Brand to the Moment

Identify the days that align with your values or audiences. Not every brand needs to lean into Orgasm Day (though many could), but Pride, Mental Health Awareness Week, and even niche ones like World Stationery Day might be right up your alley.

Activate Customer-Facing Teams

Equip your staff with knowledge, tone, and tools. Give receptionists, salespeople, and account managers a reason to say, “Did you know it’s XYZ Day today?” It opens dialogue, deepens rapport, and humanises the interaction.

Collaborate with Creatives

Designers, printers, and marketers can work together to create small-run pieces, event collateral, or provocative campaigns. Limited edition posters? A branded ‘awareness pack’? It’s all doable and sellable.

 Build In Some Joy

Let’s not be afraid to have fun. Whether it’s National Biscuit Day, Star Wars Day, or National Orgasm Day – humour connects. Print can play the straight man or the punchline. Sometimes both at once.

Let’s  #PrintSmart – Every Day

As we look ahead to International Print Day in October, the theme is #PrintSmart, celebrating how innovation, tech, and creativity combine in our industry. What better way to embrace smart print than by tapping into timely cultural hooks?

From AI-enhanced direct mail campaigns to sustainable point-of-sale, we in the UK print and visual media sector are sitting on a wealth of tools. What we sometimes lack is the excuse to get bolder with our storytelling. Awareness days provide that.

So here’s my challenge: Pick three upcoming awareness days. Pick one serious, one light, and one wild card. Now brainstorm how your business could engage creatively, commercially, or conversationally. Partner with designers. Speak to customers.

Because whether it’s Independence Day for independent publishers… or National Orgasm Day for everyone… Highlight the power of print in making messages land, with power, purpose, and maybe just a little pleasure.

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