We have been appointed as the official media relations agency for Dry January 2022, supporting Alcohol Change UK, the charity behind the behavioural change campaign.

We’re proud to be involved in the national media relations strategy for the campaign, helping all those who sign up to take control of their drinking and feel happier and healthier.

Millions of people suffer from worsened mental and physical health every day as a result of harmful drinking. With celebrity ambassadors including Made in Chelsea’s Caggie Dunlop, Alcohol Change UK works for a society that is free from the serious harm caused by alcohol.

Through a targeted data-led media relations campaign, we will be promoting Dry January through the charity’s ‘Get your ‘you’ back’ campaign, increasing understanding that taking part in Dry January means downloading the free Try Dry app or signing up for coaching emails which can double your chance of having a totally alcohol-free month.

This will include driving traffic to the website and encouraging downloads of the app while reaching the right audiences – particularly young men.

Our agency’s health communications experts focus on raising awareness of topical issues along with changing opinions and perceptions in order to drive and deliver real change.

Louise Vaughan, managing director of Definition, said:

“We’re proud to support charities and health organisations in making a genuine difference to people’s lives. Dry January is a well-designed behaviour change campaign which offers people the chance for a total reset and to see some amazing benefits like better sleep, a fuller wallet, more energy, and a calmer mind.  Dry January also helps people to cut down longer-term, with independent research finding that 70% of participants are still drinking more healthily six months later. We’re honoured to be leading on the promotion of such a vital initiative and are excited to generate some excellent results for the charity.”