Alcohol is the UK’s biggest risk factor for death, ill-health and disability for people aged 15-49, and alcohol related harm costs England around £21 billion per year. 9 million people in England drink more than the advised daily limit, affecting their mental health and wellbeing resulting in NHS strains.
The Dry January campaign encourages people to give up alcohol for the 31 days of January to:
Originally an Alcohol Concern UK fundraising initiative, Hitch Marketing were commissioned to run a pilot campaign in Sefton (north of Liverpool) with a public health commissioner, to reduce drinking.
From this pilot, Hitch developed a business case to roll out the campaign nationally, supporting with Stakeholder Engagement, PR, Marketing, impact evaluation, social media and digital outputs. We continue to support the campaign in a number of areas.
For the national rollout, we gained insight from commissioners and designed localised service packages to support with Marketing and PR, Stakeholder Engagement and Evaluation. Many local authorities commissioned us to use these service packages to carry out a full localised campaign with clear deliverables and measures to gauge impact.
By avoiding alcohol for the month, participants are able to:
In 2018 –
“Dry January is based on sound behavioural principles and our previous evaluation of the campaign shows that for some people it can help them to reset their drinking patterns for weeks or even months after completing the challenge”
Public Health England
Read more about the Dry January story at the World Social Marketing Conference.