There has been a lot of discussion recently on social media networks about effectiveness of awareness months and weeks for health issues and if they have run their course.

But based on recent interest in Prostate Cancer Awareness Month (September) and Hearing Awareness Week (end of August), there might be some mileage left yet in these "awareness” events.

Left to right: Sunrise Hosts David Koch & Melissa Doyle, Anthony Lowe, CEO, Prostate Cancer Foundation Australia, Sunrise Presenters Natalie Barr & Mark Beretta

The team at Palin has been working with Prostate Cancer Foundation of Australia (PCFA) to help launch their Big Aussie Barbie fundraising campaign during September.

The aim was to encourage Australians to host a fundraising barbeque during September to help PCFA continue their important work around the country.

The fundraising campaign kicked off with national media success thanks to a 26.5 hour Guinness world record attempt for the "world’s longest BBQ marathon team” in Sydney. The unique event offered media "round the clock” access to talent and colourful photo and filming opportunities.

To keep the momentum going throughout the month, PCFA executed similar events in Queensland, Victoria, Western Australia and the ACT which generated positive media coverage not only about the campaign but for prostate cancer awareness in general.

The Big Aussie Barbie campaign demonstrates that it is still possible to generate substantial media interest in an "awareness” month so long as you offer big, newsy, timely, local, colourful, talent-rich opportunities.