Alcohol Change UK is a leading alcohol charity working to reduce the harm caused by alcohol. In 2013, the charity launched Dry January, the month-long alcohol-free challenge, with 4,000 people taking part. Since then, the campaign has gone from strength to strength, with around 130,000 registered to take part in 2022. Research shows that 70% of those who take part in Dry January are still drinking more healthily six months later.
Definition’s charity PR team was appointed in 2021 to lead a national media relations campaign to support Alcohol Change UK in promoting Dry January to people who wanted to go alcohol-free. We were tasked with increasing coverage with key target audiences (specifically young men), generating high web traffic and boosting downloads of the Alcohol Change UK’s free Try Dry app.
We developed a targeted media campaign utilising case studies, research, and tips and advice to support the charity’s team with a national media relations campaign. Coverage included key messages promoting the campaign, website links to drive traffic, and interviews with case studies and research and policy experts.
All content directed people to the Dry January sign-up page to drive traffic, boost digital visibility for Alcohol Change UK and ultimately generate sign-ups.
Coverage secured in the MailOnline/Daily Mail, The Daily Telegraph, BBC Breakfast, Metro and The Sun, amongst others
More than 50% of coverage included a link, with an average domain authority of 70
Contributed to increase in overall number of sign-ups with 130,000 people signing up to take part in Dry January
Generated a 243% increase in mentions compared to 2020 and a 600% increase from 2019 campaign in UK mentions
Generated a 150% increase in global mentions compared to 2020
Secured a partnership with digital-only platform JOE with an exclusive feature around sober shaming, particularly in men, featuring case studies from Alcohol Change UK
“The team at Definition were great to work with and together we achieved some brilliant results for our Dry January 2022 campaign, achieving a huge increase in media coverage and more mentions of Alcohol Change UK, the charity behind the campaign. From start to finish, they’ve been fully engaged and supportive in every stage in the process leading to some excellent results.”
Julie Symes, Senior Communications Manager, Alcohol Change UK