Almost every day social media informs us that there is a National Awareness Day or Week going on somewhere in the world.

Some are obviously very worthwhile in their support of a charity or to commemorate a public health or ethical cause of important on a nation or international level. Others range from the sublime to the ridiculous, or are they?

Maybe they just appear that way because they are not of interest to you personally. In the last week, there have been many and you can decide which category they fit into; #bluemonday #nationalpotholeday #nationalpenquinday and tomorrow brings #nationalhugday and #squirrelappreciationday.

These awareness days can be the ideal way for individuals, businesses and brands to show their support or use it as an opportunity to promote a related product or service.

As a balance, there are often many negative comments relating to a hashtag day, usually aimed at marketing departments for inventing it and does it really mean anything?

The answer is yes and yes..

1. They do help with raising awareness for a cause and as a result can aid with increased understanding, donations or volunteers for a charity or community project.
2. Organisations can see an increase in social media followers, newsletter subscriptions, website visits and even sales.

So, the next time you see a promotion for a National Awareness day, just consider it #goodmarketing.

To view a list of upcoming days visit www.awarenessdays.co.uk or for help with devising a campaign

You can never have too many pictures of penguins, so here's a bonus picture taken by Helen Stott in November 2013 on Magdalena Island, Chile