Do You Answer CQ Calls for Awards?

If you're on the bands, and hear a station calling CQ for an award, do you answer the call, or do you pass it by because you have no idea what the award is, or what is required of you if you answer? For example, let's say you hear this call:

CQ, CQ, CQ, this is XYZ123 calling CQ for The World Continents Award. Calling CQ, CQ, this is XYZ123 calling CQ for The World Continents Award. Standing by and listening".

Do you answer it? Do you skip it? Why or why not?