Alcohol Change / Dry January® Try Dry® app

Inspiring new audiences to transform their relationship with alcohol

Boss It with Try Dry®

The challenge

The Dry January® challenge is a cultural phenomenon. But the majority of people are unaware they’re missing out on helpful resources from Alcohol Change UK that can double their chances of success.

The Insight

Nobody sets out to fail at the Dry January® challenge, so we needed to motivate people with the feeling of accomplishment and highlight the Try Dry® app as the tool that can help them do it.

Watch ‘Bossin’ the Booze’ with Razor, Motty, and Franks

The Platform for Change

We brought to life the feeling of BOSSING the Dry January® challenge, using a suite of fictional and humourous characters across a core ad campaign in digital and OOH formats.

THen we expanded the campaign impact and the messaging with PR activity, by using relevant impact stats and an engaging film where footballing legends open up about their relationship with alcohol.

A person in a small white toy car labeled 'VALKO' driving down a narrow path surrounded by tall grass. There is a floating tray with a cup or bottle on top of the car. Text on the image promotes Dry January and a challenge called 'Boss It with Try Dry'.
A person wearing an astronaut suit with a black visor, giving a thumbs-up gesture. Text on the image promotes the 'Dry January' challenge by Alcohol Change UK, with additional branding from 'Try Dry' and 'BetterHelp' for online therapy.
People running on treadmills in a gym.
Older woman lifting a barbell with weights in a gym.
Poster encouraging dry January, featuring a person riding a bicycle in a superhero costume with a red cape in a desert landscape against a blue sky.
A person dressed as a Roman soldier, wearing armor and a helmet, is standing in a gladiatorial arena with an audience in the background. The soldier is looking at a smartphone. The image promotes Dry January and features bold text encouraging taking on the Dry January challenge.
A person in yellow dry January workout gear skydiving with a surprised expression over a landscape of green fields, water, and trees.
A man dressed as a superhero wearing a red tank top with a yellow lightning bolt, yellow shorts, and a yellow headband, flexing his arm in a gym with fitness equipment in the background.

Impact

5%

We effectively shifted the demographics of new app users, with a 5% increase in the proportion of people aged 55-64 and a 7% shift towards men.

21m

The core digital campaign gained over 21m impressions with the PR securing 394 pieces of quality coverage.

Blank white background with no visible objects or details.

Coverage

The logo of the Daily Mail with a black background and white text, featuring a crest with a lion and crown in the center.
Text reading 'Men's Health' in large white letters on a black background.

The campaign was covered widely in the media, including the Daily Mirror, The Daily Mail and Men’s Health.

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