Alcohol Change UK was launched after the merger of  Alcohol Concern  and  Alcohol Research UK. The charity’s vision is of a world free from serious alcohol harm, and it works towards improved knowledge, better policies and regulation, shifted cultural norms, improved drinking behaviours, and more and better support and treatment.

We were appointed to support Alcohol Change UK’s Dry January 2020 media campaign, with a brief to reach a broad audience and help drive sign-ups to the charity’s app. The campaign aimed to put Alcohol Change UK at the heart of the media conversation and start a debate around the UK’s drinking habits and alcohol consumption, as well as encourage long-term behavioural change.

We worked closely with the in-house team to devise a media strategy, targeting both long and short-lead media to encourage them to not only cover Dry January but also include mentions of Alcohol Change UK. We advised on a YouGov public opinion poll, developed content based on expert tips 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 year-on-year coverage and more mentions of Alcohol Change UK in the mainstream UK media.  

Together, we achieved 257 pieces of coverage for Alcohol Change UK. Highlights included The Mirror, Daily Star, The Sun, The Express, Evening Standard and Metro. Additionally, Dry January helped Alcohol Change UK become Charity of the Week in The Week magazine on 18 December.