Case Study: Alcohol Change UK boosts Dry January mentions with Definition PR

Alcohol Change UK - Customer Case Study

Alcohol Change UK is a leading alcohol charity behind Dry January, the month-long alcohol-free challenge. In 2021, they appointed Definition’s charity PR team to help raise awareness of the campaign, target key audiences such as young men, and drive more traffic, app downloads, and sign-ups.

Definition developed a national media relations campaign using case studies, research, and tips and advice to secure coverage in outlets including MailOnline/Daily Mail, The Daily Telegraph, BBC Breakfast, Metro, and The Sun. The campaign delivered a 243% increase in UK mentions versus 2020, a 150% rise in global mentions, and helped contribute to 130,000 Dry January sign-ups, with more than half of coverage including a link.

Alcohol Change UK

Julie Symes

Senior Communications Manager