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?
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
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!
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
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)
www.dryjanuary.org.uk
Tom Smith
Acting Director of Campaigns
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