For healthcare, human services, and nonprofit organizations, health observances and holidays offer opportunities to raise awareness, engage communities, and highlight your mission. By aligning your messaging with recognized observances, you can connect with supporters in meaningful ways.

With countless observances, choosing which to highlight requires a strategic approach. The last thing you want is for your channels to become an endless parade of calendar observances that aren’t aligned with your mission and lead to your audiences tuning you out.  Save time and headaches with our 2025 Health & Awareness Calendar: Key Observances to Elevate Engagement, which highlights key dates for healthcare, human services, and nonprofits. Here’s how to choose which to promote and which to skip:

1. Does the observance align with your mission? – Focus on observances that directly relate to your organization’s core values, services, and the communities you serve.
2. Is the observance meaningful to your audience? – Choose dates that are meaningful to your stakeholders, including clients, donors, employees and community partners.
3. Do you have what you need to create compelling content? – Ensure you have the time and capacity to create relevant content, events, or campaigns around the observance.
4. Does it provide opportunities for increased engagement?– Prioritize observances that encourage interaction, whether through education, fundraising, or advocacy efforts.
5. Is it authentic to your brand? – Recognize observances that allow you to share impactful stories and insights rather than just posting for visibility.

By being selective and mission-focused, you can create stronger connections and reinforce your organization’s mission and values with the people you value most.

Now that you’ve narrowed down your list of observances, let’s explore some ways you can best leverage them across different content/media platforms.

The steady decline of print media over the last decade or so is no secret.  A recent study from Northwestern University’s Medill School of Journalism illustrated how stark the decline has become. In 2023 alone, more than 130 newspapers closed or merged and over half of the counties in the United States either have one or zero local news outlets.

With the ongoing decline of traditional media, digital sources have filled the basic human need to try to understand the world around them – albeit with some major caveats. 

Recent data from Pew shows that 54% of American adults get news from social media. Traditional outlets like Facebook, YouTube, Instagram and ‘X’ (formerly Twitter) make up the bulk of sources. However, as Gen Z grows up, TikTok has emerged as an important news source. In 2020, just 3% of adults reported regularly getting news from the outlet. Today, 17% of adults find their news on the platform.

Gini Dietrich, creator of the PESO Model^©, recommends starting with owned media, which is content you control and publish on your website, blog, or email newsletters. During key observances, update your website with relevant blog posts, case studies, or resource pages that reflect your mission and capabilities. Send out email newsletters with educational content, upcoming events, or campaigns related to the observance. Owned media provides a platform for your organization to communicate directly with supporters and stakeholders, ensuring your message remains consistent and on-brand.

Shared media focuses on leveraging social media platforms to increase engagement and reach. You can create engaging content that is shareable, such as infographics, videos, or personal stories tied to observances. Tie cultural observances and celebrations to your team, mission and values. Experiment with interactive content such as engaging followers through polls, quizzes, and trivia.  Polls can spark meaningful conversations by inviting followers to share their opinions or experiences, while quizzes and trivia provide an opportunity to educate your audience in a fun and engaging way. Leverage hashtags to align your content with awareness months or holidays, boosting engagement and searchability. For example, pair posts with #AmericanHeartMonth or #BlackHistoryMonth. You can find more tips in our 2025 Health & Awareness Calendar: Key Observances to Elevate Engagement.

Use earned media to secure media coverage and thought leadership. Share powerful real client or patient success stories with insights from your organization’s experts to highlight your programs and services and engage journalists. Promote events and screenings to educate the community. Draft an op-ed or letter to the editor on a key issue or cause related to your mission and a key observance.

And finally consider boosting your visibility with paid media which can include social media ads, sponsored posts, or paid search campaigns, to reach a broader audience during key observances. For example, running a targeted ad during Mental Health Awareness Month can raise awareness about your organization’s resources and encourage donations or increase enrollment in your programs. Paid media allows for precise audience targeting, ensuring that your message reaches those most likely to engage.

By strategically leveraging content across different communication platforms, your organization can make the most of each observance, reaching and engaging your audience in different ways. Whether it’s sharing stories, engaging on social media, getting media coverage, or using paid ads, each platform helps strengthen your mission and message.

If you find yourself needing more support in your communications efforts, contact us today.