Case Study: Alcohol Change UK achieves record Dry January awareness with Definition Agency PR

Alcohol Change UK boosts Dry January mentions by 243% with Definition Agency

Alcohol Change UK, the charity behind the Dry January challenge, faced the difficult task of cutting through the competitive noise of early January to encourage people to sign up for their app and rethink their drinking habits. They partnered with Definition Agency for PR support to achieve this goal.

Definition implemented a media strategy that avoided lecturing and instead focused on sharing hard facts, real stories, and practical advice. Their solution included data-driven press releases, expert media interviews, a major broadcast campaign, and targeted outreach tied to events like the World Cup. This approach secured significant coverage in major UK publications and a partnership with JOE. The campaign contributed to 130,000 sign-ups and generated a 243% increase in UK mentions compared to the previous year.

Alcohol Change UK