Dry July Foundation encourages Aussies to go as dry as their willing to try in new ‘Dry(ish) July’ campaign via Clemenger BBDO Sydney
To encourage participation during a challenging year, Dry July has served up its 2020 campaign shaken with a twist. Created by Clemenger BDDO Sydney, for one year only, the Dry July Foundation is urging participants to go dry as they’re willing to try by introducing brand-new options, Dry(ish) July.
Aussies and Kiwis 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.
Says Brendan Willenberg, executive creative director, Clemenger BBDO Sydney: “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. Whether you abstain for a fortnight, three weeks or the whole month, you are still raising important funds for people affected by with cancer.”
When asking CEO and co-founder Brett Macdonald from Dry July Foundation why the change, his answer is simple: “We get it, Aussies have had a really challenging first half of 2020. But what remains unchanged is that people affected by cancer still need our support. In fact, they need our support more than ever. 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.”
Says Fergus Kibble, managing director at FORWARD Agency PR who has been communicating the Dry July message for the past three years: “Dry July 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.”
With research from the Dry July Foundation revealing that three in five Australians (61%) admitting to being sober-curious* and an incredible 82% saying they’d benefit from less alcohol in their lives, getting involved in Dry July provides Aussies the opportunity to go alcohol-free for a period of time, while fundraising for a good cause.
Aussies can sign up to Dry July at www.dryjuly.com, and challenge their friends, family and workmates to join them or make a donation. Participants can raise funds for one of 33 beneficiary cancer organisations, including the Foundation’s six major beneficiaries**.
The Dry July campaign will run across TV, social media and various digital platforms.
Client: Dry July Foundation
CEO: Brett Macdonald
General Manager: Katie Evans
Creative Agency: Clemenger BBDO Sydney
PR Agency: FORWARD PR Agency
Sr Account Director: Lara Doundoulakis
Account Manager: Karri Graff
Account Executive: Giovanna
Media Agency: Hearts & Science
Business Director: Mikayla Ellis
Senior Account Manager: Robin Perrin
Account Executive: Heidi Saban
Media Agency: The Speed Agency
Managing Partner: Ian Perrin
* The sober-curious: Someone who drinks alcohol and has committed or would commit to an alcohol-free campaign or period.
** The major beneficiaries of the Dry July 2020 campaign are:
Look Good Feel Better
Prostate Cancer Foundation of Australia