# Cancer Research UK’s Dryathlon returns for fourth year

- Link: https://fundraising.co.uk/2015/11/19/cancer-research-uks-dryathlon-returns-for-fourth-year/
- Published: 2015-11-19T00:19:19+00:00
- Author: Howard Lake

**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.

![Dryathlon logo - Cancer Research UK](https://www.fundraising.co.uk/wp-content/
uploads/2015/11/dryathlon-logo.jpg)

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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](http://dryathlon.org) 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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2x.gif)