Case Study: Alcohol Change UK boosts Dry January sign-ups with Creative Concern

Alcohol Change UK boosts Dry January sign-ups 34% with Creative Concern

Alcohol Change UK commissioned Creative Concern to create a fresh campaign identity for their Dry January initiative, which was entering its tenth year. The challenge was to rejuvenate the globally recognized campaign to continue motivating people to take a 31-day break from alcohol.

Creative Concern developed a new creative approach, creating a range of advertising content including photography, campaign films, and marketing tools. A central branded umbrella motif was used across all assets to signify support. The vendor's campaign exceeded the previous year's results, achieving a 34% increase in sign-ups and greater web and social media engagement.

Alcohol Change UK