Dry January is a behaviour change campaign and fundraiser for the UK charity Alcohol Concern. The aim of Dry January is to make a difference in the lives of those harmed through alcohol misuse. It involves avoiding alcohol for the 31 days of January and raising money by completing the challenge.
Following the successful development and execution of marketing strategies for ‘Alcohol Awareness Week’ and ‘Dry January’, Hitch presented their behaviour change evaluation findings to Alcohol Concern, and were commissioned to develop the business case to roll out the campaign throughout England and Wales.
We gained insight from commissioners and designed localised service packages covering Marketing and PR, Stakeholder Engagement and Evaluation. The packages could be used as standalone components or in combination, had clear deliverables, measures and costs, and offered the Local Authorities a quick and easy way to locally maximise the impact of the National campaign.
We also developed a gamification platform that tracked users baseline levels of drinking throughout the month providing in-depth attitudinal insight into the behaviour of subscribers, their motivations and preferred messages.
Hitch continues to support the National Campaign with Stakeholder Engagement, PR, Marketing, Impact evaluation, social media and digital outputs.
Last year, 2 million individuals were involved in Dry January, with 70 local authorities publicly backing the campaign. It is now rooted in national and localised strategy to support alcohol harm prevention as a mainstream campaign.
“The team at Hitch has been a great support to us whilst growing the Dry January movement in recent years, from when it was first piloted to the success it has become in challenging people to have a different kind of relationship with alcohol. Their tailored localised service packages and innovative, scalable and flexible approach has made them a great partner to grow the campaign.”
Director of Communications, Alcohol Concern
Read more about the Dry January story at the World Social Marketing Conference.