23 October, 2019
Amazon PR has been appointed by Alcohol Change UK, the charity behind Dry January which works to reduce the harm caused by alcohol, to provide public relations support around Dry January 2020.
We have been brought on board to ensure Alcohol Change UK has a prominent role in the media conversation around Dry January and to help drive sign ups to Alcohol Change UK’s free app to help people through Dry January and beyond, Try Dry. We intend to help Alcohol Change UK further the conversation about drinking and its impact beyond January. Our activity will focus on the development of strong feature packages for both short- and long-lead media aimed at both raising the profile of Alcohol Change UK and broadening the reach of its message about drinking.
Maddy Lawson, Head of Communications at Alcohol Change UK says:
“Through Dry January over four million people each year take on an alcohol-free month. They get amazing benefits during the month – better sleep, more energy, looking fabulous, saving money – but more importantly 72% of participants are still drinking more healthily than before Dry January six months after the challenge. In this way, Dry January helps people to have healthier, happier relationships with alcohol year-round. When people sign up for the official campaign, they get access to a free app to track their drinking and daily motivational emails if they want them. We are delighted to have Amazon on board to support us in our efforts to spread the word about Dry January and get more people signed up for this impactful behaviour change campaign.”