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Dry January

Author: CIM CSM

undefinedHitch Marketing has been the agency, working with Alcohol Concern, assisting in scaling the Dry January campaign on a national level, with a specific focus on public sector commissioners to deliver a localised approach across the country. Gary Wootten describes the campaign.

Dry January is the recognised annual movement responsible for millions of people changing their relationship with alcohol, for January and beyond. The behaviour change campaign, and fundraiser for the UK charity Alcohol Concern, involves avoiding alcohol for the 31 days of January and raising money by completing the challenge. In 2017 over five million people went dry for January. 

The Background

The alcohol misuse problem (2010) in the UK:

  • 9 million people in England were drinking more than the advised limit (affecting their mental health and wellbeing resulting in NHS strains).
  • Alcohol was 10% of the UK burden on disease and death (biggest lifestyle risk factor after smoking and obesity).
  • Alcohol related harm costing England around £21 billion per year.

 

Alcohol Concern started the Dry January movement in 2013 after observing the impact of similar campaigns on the international stage.  Overseas results showed 2 in 3 people had more alcohol free days following campaigns after they had chance to reflect on the health benefits. The initial UK campaign had two objectives:

  • An awareness raising campaign to highlight ‘How much is too much?”
  • A behaviour change campaign designed to reduce drinking levels. 

The objectives aimed at helping drinkers of alcohol to:

  • Break existing drinking habits and associations.
  • Experience first-hand mental and physical benefits of drinking less alcohol.
  • Help build new and sustainable healthier habits.

The Social Offering

The aim: To start a new conversation about alcohol.
The challenge: To go booze free for 31 days during January.
The gain: To lose weight, feel better, save money, make a difference.

 
Working Together

Dry January’s innovation, running during a time of year when people are more receptive to abstinence messages due to new year’s resolutions, demanded, for some, an almost impossible task.  This stimulated viral conversations about drinking habits -  why do we drink, what does it do, and how can we reduce the harm it can cause? Its conversational approach is accessible to all people - all drinking types - producing a nudge effect. Those who don’t drink can also talk about why they don’t and the benefits. It encourages reflection - and benefits - associated with reduced drinking habits and helps control relationships with alcohol.

By signing up for Dry January, rather than going alone, it is proven that people are more likely to stay dry for the whole month.  The Dry Jan app includes a calorie calculator, unit tracker and tool to show how much money has been saved by not drinking.  Regular support emails from experts in alcohol make the month easier and Alcohol Concern offer help if people are struggling.

The Fundraising

Dry January also has a fundraising impact making a difference, not only to individuals but to others too.  By signing up and fundraising (or giving what is saved from not drinking) it benefits Dry January’s official partner charities, who all work on issues closely-related to alcohol.  2018’s charities are:

  • Action for Children
  • Breast Cancer Now
  • British Liver Trust
  • Crisis
  • Hospice UK
  • World Cancer Research Fund       

The charities partnering with Dry January, not only want to fundraise, but also want to raise awareness of the many issues connected with alcohol including:                                                                                                                                        

  • Harmful drinking is a factor identified in 1 in 5 children in need of help or protection from social care in England.
  • Experts estimate that 6% of breast cancers in women are linked to regularly drinking alcohol.
  • The last 10 years have seen a 20% increase in the number of deaths from liver disease in the UK.
  • Two thirds of homeless people cite drug or alcohol use as a reason for first becoming homeless.
  • Each year, hospices provide care for more than 200,000 people living with life-limiting conditions such as cancer, MND, dementia and liver disease.
  • Alcohol is a cause of six types of cancer: breast, bowel, liver, mouth and throat, oesophagus and stomach. 

Dr Richard Piper, CEO of Alcohol Concern, said; “Dry January is about making people healthier and happier through resetting their relationship with alcohol. It’s a behaviour change campaign that works; over 2/3 of people who attempt a dry January make it the whole month without drinking, and 70% are still drinking less than they were before Dry January six months later. Plus people who try Dry January report benefits including better sleep, weight loss and money saved – what better way to start the new year?”

“This Dry January we’ll still be talking about all the amazing benefits that come from ditching the booze, but also raising awareness about and funds for tackling alcohol harm, through working with our six brilliant official charities.”