A concept that you can only imagine started life as a spark of imagination in a PR’s brain, ‘national days’ are now readily accepted alongside Mondays and Tuesdays. And everyone loves them, right? Writes Chloe Walden.
From Eat What You Want Day, to Hug A Ginger Day, to National Curry Week and everything in between, there seems to be a ‘national day’ popping up to fill every day of the week. But does that mean there are too many? Is the market place so flooded with things you should or shouldn’t be doing on certain days, that they are no longer captivating people’s imagination? I think not.
Yes, there are ‘national days’ that you could argue are downright silly, however there are still some that create fantastic brand awareness, for example Macmillan’s Coffee Morning. Macmillan’s Coffee Morning has been incredibly powerful in raising awareness of all the hard and necessary work that Macmillan undertake on a daily basis, awareness of the disease, and most importantly has raise huge amounts of money for a brilliant cause.
There are other days which, when properly executed and promoted, are relatable and something people want to get involved with. Whilst you may not want to celebrate Donald Duck day, you could gather a group of friends to enjoy International Scotch Day, which was launched this year by Diageo to celebrate all things Scotch Whisky. By designating a day to the celebration of not just individual brands but the whole category, Diageo was able to educate and engage with consumers, generating excitement and unlocking the door to what can seem like a complex and perhaps even unapproachable category.
What’s more, by showcasing the whisky makers themselves, and putting a human face to the name and indeed the spirit, Diageo successfully starting the ball rolling to demystify common misconceptions, making International Scotch Day something that people could identify with, relate to, and importantly, enjoy.
Today is Cinco de Mayo, a day to commemorate the Mexican Army’s victory over French forces at the Battle of Puebla on May 5. This celebration has now been picked up around the world and is marked in many different ways in many different cultures – from festivals to foodie markets and, my favourite way, enjoying a tequila-based cocktail.
I’ll be the first to admit that some ‘national days’ are simply ridiculous. But, as a light-hearted way to make people smile, laugh and simply enjoy themselves, are they all that bad? In my opinion, it is down to you what causes and days you want to stand behind and celebrate. They do still have the power to bring people together and create real community spirit, and I believe we should get behind them 100% of the way.