Awareness days can be an incredible part of your content calendar, and a huge force for good. Some brands get on board and promote the messaging, raise money for the cause or charity, and generally do really good, positive things that help truly support the cause.

And some, don't.

As we emerge from October and Breast Cancer Awareness month, I have been genuinely saddened to see some brands exploiting this month to further their own reach and growth with zero connection to the cause. Yes, being connected to an awareness day can be very positive from a business perspective, but if you're doing this through exploitation- in my opinion at least- it's not OK.

On this episode, I talk about how to use awareness days properly, for the benefit of all concerned... it's really not that hard and a huge amount of good can be done by supporting these calendar events correctly. Here's how...