Alcohol Change UK’s vision is of a world free from serious alcohol harm. We worked with the charity on their Dry January campaign for two years. Dry January sees millions of people go alcohol-free for a month, and evidence shows that 70% of them are still drinking more healthily six months later.

In both years, our brief was to reach a broad audience and help drive sign-ups to the charity’s Try Dry app. We worked closely with the in-house team to devise a media strategy, targeting long and short-lead outlets, which in 2021 had to be adapted to respond to the Covid pandemic. We advised on a public opinion poll, developed content based on expert tips and case studies, and created tailored packages for a range of media.

Our teams collaborated to pitch to agreed media targets in multiple waves, to maximise all opportunities. Our joint work resulted in increased coverage and more mentions of Alcohol Change UK in the mainstream UK media. Dry January 2021 was a record year for uptake with a 35% increase in those downloading the Try Dry app.

Together, we have achieved 790 pieces of coverage about Dry January over the two years, with 240 brand mentions for Alcohol Change UK. Highlights include The Guardian, The Times (letters page), The Mirror, Daily Star, The Sun, The Express, Evening Standard and Metro.