This past year, on my birthday, I did not allow anyone to 'forget' my birthday. At work, friends that may have forgotten, I told them 'today is my birthday.' 'I am 45 and look even less than'. Everyone that I told this to definitely wished me a happy birthday and laughed with me about the 45 remark. This was the first year, that I let, pert near, everyone know it was my birthday and I wanted an acknowledgement.
I can tell you my mother calls and wishes me 'happy birthday' although I would find it hard for a Mother (of all people) to forget. IF it mattered to me, had she not called, I think I would call her and ask 'ummm, did ya forget something today?'