Dry July has served up its 2020 campaign shaken with a twist to encourage participation during a challenging year.
Dry(ish) July, created by Clemenger BDDO Sydney, urges participants to go as dry as they’re willing to try by introducing brand new options.
Aussies and Kiwis, for one year only, have the opportunity to commit to the original 31-day challenge or the new Dry(ish) July options of 21, or 14 days dry, or to nominate their own time period to take a break from alcohol.
“It’s a mad old world we’re living in at the moment so, when Dry July Foundation asked us what to do in 2020, Dry(ish) July seemed like the best way to encourage as many Aussies as possible to get involved in the campaign," Clemenger BBDO Sydney executive creative director, Brendan Willenberg says.
"Whether you abstain for a fortnight, three weeks or the whole month, you are still raising important funds for people affected by with cancer.”
Dry July Foundation CEO and co-founder Brett Macdonald says the decision to shake things up this year comes following a challenging first half of the year.
“But what remains unchanged is that people affected by cancer still need our support. In fact, they need our support more than ever,” Macdonald says.
“We need as many people as possible to get involved with Dry July this year. That’s why, for the first time in Dry July’s 12-year history, we’re giving Aussies the opportunity to choose how long to go dry for, to help raise much-needed funds for cancer patients and their families.”
FORWARD Agency PR managing director Fergus Kibble, who has been communicating the Dry July message for the past three years, says it is one of Australia's most innovative fundraisers.
“It is rewarding to work with an organisation that genuinely understands its audience and could therefore reimagine its approach during a time that has seen many fighting hard to stay relevant,” Kibble says.
Research from the Dry July Foundation reveals that three in five Australians (61%) admit to being sober-curious and 82% say they would benefit from less alcohol in their lives.
The new campaign provides Australians the opportunity to go alcohol-free for a period of time, while fundraising for a good cause.
The Dry July campaign will run across TV, social media and various digital platforms.
Credits
Agencies:
Creative Agency: Clemenger BDDO Sydney
PR Agency: FORWARD Agency
Media Agency: The Speed Agency / Hearts & Science
Client: Dry July Foundation
CEO: Brett Macdonald
General Manager: Katie Evans
Clemenger BDDO Sydney
FORWARD PR Agency
Sr Account Director: Lara Doundoulakis
Account Manager: Karri Graff
Account Executive: Giovanna
Hearts & Science
Business Director: Mikayla Ellis
Senior Account Manager: Robin Perrin
Account Executive: Heidi Saban
The Speed Agency
Managing Partner: Ian Perrin
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