Outlook 2013 does not specifically remind you of birthdays and anniversaries, what should I do?

Question

Notifications

Dear experts, help.
There is Outlook 2013 in it, the dates of birthdays and anniversaries are registered in contacts, but the system categorically does not want to remind you of them.
At the same time, it perfectly reminds of any other event created in the calendar.
All the settings seem to be in order, and on the birthday event itself there is a reminder in 15 minutes, but to no avail.