How do we get people to do what's good for them? Dry January. Developing behaviour change campaigns...
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Dry January: Participative, scalable and effective Tom Smith, director of campaigns
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Transcript of How do we get people to do what's good for them? Dry January. Developing behaviour change campaigns...
Dry January: Participative,
scalable and effective
Tom Smith, director of campaigns
This presentation
• Rationale behind Dry January
• Does it work?
• Campaign growth
• Monetarising
The case for doing something
Photograph: Matt Cardy/Getty Images Matt Cardy/Getty
What needs to happen?
• Most effective measures involve action on price, availability and marketing. Not education.
• But is there something we can do now support people to look at their drinking and change our national conversation?
Insights into alcohol
What do the insights tell us?
• Talk about ‘us’ rather than ‘you’
• Cutting down with others might be easier
• Health benefits important but saving money and losing weight might be more motivating
• An “excuse” to drink less might be helpful
“Light bulb moment”
Social norms
Focus of the campaign
• Positive not negative focus
• Collective experience, so “us” not “you”.
• No blame, no ‘f word’.
• No medical jargon.
Why Dry January?
• Provides a moment of reflection for people who want a break or have concerns
• Provides a cover for those who don’t like the peer pressure of our drinking culture
• Sparks conversations about ‘not drinking’ rather than celebrating drunkenness
– It Works!
Participants
Long term behaviour change
Measured against control
Health and Well-being
•81% of participants say they saved money
•63% of participants got better sleep
•46% of participants lost weight
•85% of participants felt they benefited from the sense of achievement
Why does Dry Jan work?
Experiential participative challenges show behaviour-change promise (e.g. Stoptober)
Dry Jan combines mass media appeal with individual digital communication
Social media based - taps into peer networks
Social contagion - has normalised a behaviour and even turned it into a cultural movement
2016 Reach
#Dryjanuary impressions 180 millionPress Mentions 2085 globally/1549 UK
Facebook likes 43,866Twitter followers 6694
Revenue Generation
• Individual giving
• Local Authority contracts
• Dry January App
• Corporate partnerships
Partner activity
We Support Enhanced Local Authority Activity
Bespoke local evaluation (including outcomes
measures, detailed process evaluation and return
on investment)
Stakeholder engagement (including pre-
campaign insight development and planning)
Merchandise
Corporate support 2016
www.dryjanuary.org.uk
Tom Smith
Acting Director of Campaigns
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
14 July 2016
London
#CCbehaviourchange
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