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Aaron Bradley, sales and marketing director for American Greenwood, Chicago, is also finding success with an interactive product. "We are starting to see an increase this year in our Sprout Tyme line, which is seeded paper and seeded items. The growing/eco theme really ties in well with awareness promotions," he commented.

Bradley recommends the seeded paper items to distributors who need a more interactive piece to keep the message alive. "This way the end-user can keep the printed material the seeded paper comes with (bookmark or postcard) and plant the awareness shape to grow wildflowers," he explained.

Bradley recalled a particular promotion American Greenwood did for a distributor who was working with a large breast cancer awareness foundation.

"They were putting on a walk to show their support for the cause. We started out with a lot of spec samples so that the client could pick and choose. They ended up going with a seeded paper bookmark, a drawstring backpack and our awareness ribbon with pin," he said. "The artwork was very similar across all three products to increase synergy and visibility for the promotion."

Other products that are awareness favorites? Bradley noted the staying power of traditional items like lapel pins and ribbons. An awareness ribbon with a pin attachment is an inexpensive option and provides a highly visible, united front. "It really looks nice when everyone that is doing a walk has the same colored ribbon attached to them supporting their cause," Bradley remarked.

In regard to promotional giveaways, the final decision correlates with the end-user's budget. Lapel emblems fare well with family foundations, for example, but a big bank that is sponsoring a promotional walk might prefer high-end items such as mugs or bags. However, no matter the client, distributors must remember that this is a sensitive market.