There are now 500 awareness weeks held every year in the UK. No week goes by without one group or another trying to make the British public aware of something, with most held in May or October.

　　The danger with all these awareness weeks is that people start to become cynical(不信任). Take National Smile Week; it seems like a great idea. Let’s all make each other’s life a little bit happier with a friendly smile. But really it’s just a group of dentists and cosmetics companies trying to sell us toothpaste. It’s enough to make you want to start National Forget About It Week.

　　“People feel that many awareness campaigns are just marketing exercises,” says Ms Ormiston , who edits the Awareness Campaign Register, a news letter which encourages people who run Awareness Weeks to become more aware of each other . “But 90 per cent of campaigns are run by traditional charities or not for groups to make money.”

　　“There’s still no official group for awareness campaigns,” says Ms Ormiston. “People can do what they like, whatever the size of their budgets（经费）or their public relations machines allows .”

　　This situation has led to calls for laws to stop real charities having their efforts overshadowed by marketing campaigns. This could be done by making the two groups hold their weeks at different times or stopping businesses running imitation(模仿) charity campaigns.

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