Cancer Research UK has begun encouraging people to take part in its annual January fundraising campaign Dryathlon®. Once again, participants, or ‘Dryathletes™’, are urged to go dry for 31 January by avoiding alcohol, and to raise sponsorship money as they do so.
Dryathlon first ran in January 2013. This year the campaign is being promoted by a new advertising campaign created by Karmarama which will appear across TV, radio, digital and social media. The advert combines animation with a specially written song. It retains the fun and light-hearted tone of Dryathlon, so encourages Dryathletes to have a good time in January and to be proud of being sober.
Anthony Newman, director of marketing at Cancer Research UK said:
“Dryathlon is back and we want it to be our biggest and best yet. Dryathlon is the original campaign that challenges the nation to put down their pints. Since 2013, it has raised over £17 million for our work to beat cancer sooner – so the pressure is on for a brilliant fourth year in 2016.
“To carry on this success it’s essential Dryathlon continues to innovate and appeal, and I believe the new campaign will achieve this. It feels fresh, fun and builds on what we’ve learnt from previous campaigns, highlighting our message that Dryathlon is not about staying in but getting out and enjoying yourself”.
Dryathlon will run from 1-31 January 2016, and registration is now open. Participants can take part on their own or as part of a team.
Since 2013, 170,000 Dryathletes have raised over £17 million for Cancer Research UK’s work.
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