Not-for-profit Alcohol Change UK has launched a new campaign for its Try Dry App for the Dry January Challenge to encourage individuals to “reset their relationship with alcohol”.
The campaign ‘Boss It’, devised by creative agency 23red, features ex-professional football player Neil ‘Razor’ Ruddock.
Alcohol Change UK director of communications and marketing, Joe Marley said: “Our collaboration with 23red and Yonder has enabled us to focus on setting even more people up for success during the 2025 Dry January challenge, with our free Try Dry app. Through eye-catching creative designs, a healthy dose of humour and fresh new content to connect with first time participants, we are continuing our mission to help people positively transform their relationship with alcohol.”
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According to research from Censuswide, next month’s challenge is set to be the biggest Dry January Challenge since it was launched in 2013, with 15.5 million people across the UK set to take part.
23red creative director Tris Cavanagh said: “We love creating campaigns that not only entertain but tap into culture and inspire real behavior change. We hope our latest creative helps inspire more people to give the Dry January challenge a go and BOSS the booze in 2025!”
The campaign follows a laid-back capybara, a weightlifting Gran, and a gladiator as they take on January without alcohol.
The app offers daily tracking features for alcohol units and calories, motivational tips, and a journal function.
The campaign will run across social media, radio, search, and out-of-home, with media planning and buying by media agency Yonder.
Yonder media founder and managing director, Ed Cox said: “We’re proud to be involved in this campaign to encourage the nation to set themselves up for a successful Dry January challenge, with a full-funnel media approach and an attention-grabbing hook to drive downloads.”
