Alcohol Change UK Awards Dry January Integrated Brief to 23red

Leading purpose-driven creative agency 23red, part of Capgemini, has been awarded the prestigious Dry January integrated advertising account by Alcohol Change UK, the charity behind the month-long movement encouraging people to take a break from alcohol.

The win comes after a competitive pitch process, positioning 23red as the new creative force behind the nationally recognised campaign. Dry January, now entering its 13th year, aims to inspire millions to start the new year with a healthy, alcohol-free month, promoting a chance to reset and explore long-term, positive behaviour change around alcohol.

23red will leverage its proprietary '7 Steps to Behaviour Change' model as the strategic framework for the campaign. This model, rooted in behavioural science, will guide the development of a compelling and effective campaign that resonates with key audiences, including those drinking at riskier levels. The approach will not only focus on the health benefits of reducing alcohol intake and the broader positive impacts on mental well-being, productivity, and overall quality of life; but will also focus on the positive outcomes achieved through using Alcohol Change UK’s free programme tools including the Try Dry app and its vibrant online peer community, which have been shown to give people a much richer experience and a much better chance of success, versus attempting an alcohol-free month alone.

Dr. Richard Piper, CEO of Alcohol Change UK, expressed enthusiasm for the new alliance, "23red’s innovative approach and deep understanding of behaviour change align perfectly with our mission to support individuals to transform their long-term relationship with alcohol for the better. Importantly, they understood that the task in hand is to channel audiences to the range of free support we have on offer, from our daily support emails to our innovative Try Dry app, which is proven to double your chances of a successful alcohol-free month! We are confident this collaboration will take Dry January to fresh heights as a key element of our new five-year strategy.”

Jody Hall, client partner of 23red, stated, "Dry January has become hugely popular and an exciting win for our team. We are passionate about creating citizen behaviour change campaigns that drive real impact. Alcohol Change UK is reshaping relationships with alcohol and has created an evidence-based behaviour change programme that works. 70% of people who take part in the official Dry January programme are still drinking less alcohol six months later. Now that’s behaviour change in action!"

23red has an alliance with Yonder Media to oversee the media buying for the campaign, ensuring a comprehensive and strategic media plan that maximises reach and engagement across all platforms.