The best of non-profit advertising and marketing for social causes

Charity wants you to go dry in January to raise money

Charity wants you to go dry in January to raise money

I have no idea how hard it is not to drink alcohol for one month, I’m always sober in that field. I have the impression that it is quite a task judging from the fact that charity Cancer Research UK made a challenge of it. They call it the Dryathlon. It is dropping the drink next January and raising money to help beat cancer sooner.

The copywriters say it is very nice:

A month with one less sin means no hangovers, more cash in your pocket, and funding some incredible life-saving research.

The British charity previously organized a similar event. Daniel, one of the participants at the time and former cancer patient, said it was much easier than expected:

It was a lot easier to give up alcohol than I thought. It didn’t stop me going out with my friends. I just stuck to soft drinks and by the end of the month I certainly felt a lot better and healthier.

Daniel raised more than £960 and even hosted his own Dryathlon Party with donation tubs for anyone who wanted to drink alcohol. Daniel stuck to non alcoholic beer all night. He enjoyed the event so much he’s taking part in Dryathlon again.

The animation is a bit like the award winning Dumb Ways To Die. Fortunately, it didn’t become a copy.

Agency: Karmarama
Creative Directors: Dave Westland & Rob Turner
Producer: Georgia Dickinson
Production Company: Th1ng
Director: Dave Anderson
Musican / Composer: Tom Rosenthal
Sound Design: Ben Gulvin @ 750mph
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