Alcohol Change UK Launches ‘Boss It’ Campaign for the Dry January Challenge 2025

23red launch new marketing campaign for Alcohol Change UK encouraging individuals to BOSS the Dry January challenge with the Try Dry app and embrace a month without alcohol.

Developed by creative agency 23red, the bold campaign features a humorous cast of characters, including a laid-back capybara, a weightlifting Gran, and a gladiator - all embodying the spirit of achievement that comes with ‘Bossing’ the challenge and resetting your relationship with alcohol.

Set to be the biggest Dry January challenge since it launched in 2013, with 15.5 million Brits* intending to take a month off alcohol next month, Alcohol Change UK’s aim with ‘BOSS IT’ is to reach and help more of those to reset their relationship with alcohol in January and beyond, kick-starting their 2025 with healthier habits.  

The Try Dry app, which offers motivation and daily tracking features, has been shown to double users’ chances of having a completely alcohol-free month**, while creating lasting changes to their drinking habits: 70% of Dry January challenge participants that use Alcohol Change UK’s tools and resources are still drinking less alcohol six months later and experiencing significantly improved wellbeing and reduced alcohol-related health risks long-term.

While attitudes towards alcohol and reducing consumption have shifted in recent years, there is still a long way to go to reach those who could benefit the most from cutting down. To meet this challenge, the ‘BOSS IT' campaign will be prominently featured across digital platforms, out-of-home advertising and through a partnership with Absolute Radio, featuring breakfast show presenter Dave Berry. The fully integrated campaign will also be underpinned by a raft of social, digital, press and media content, as well as live events, public affairs and stakeholder and community engagement.

The campaign has also signed ex-professional footballer Neil ‘Razor’ Ruddock who is supporting and taking part in the challenge. Known for his ‘Razor’ personality on and off the field, and having been on his own transformative health journey including addressing his relationship with alcohol, Ruddock features in a film with Alcohol Change UK ambassadors, Jay Motty and Fraser Franks. In ‘Bossing the Booze’ the trio explore drinking cultures among men, the relationship between alcohol and world of football and the benefits of tackling our relationship with booze head on.

The creative approach not only highlights the benefits of an alcohol-free month but also injects humour, honesty and relatability into the experience.

Central to the campaign is the promotion of the free Try Dry app, which provides participants with:

• Unit, calorie, and money-saving trackers
• Daily motivational tips and a journal function to log mood, sleep, health and wellbeing benefits throughout the month
• Progress charts and achievement badges

 The media planning and strategy for this campaign has been handled by Yonder, ensuring that the message reaches key audiences effectively on social media, radio, search and OOH. Yonder’s strategic insights will play a crucial role in maximising the impact of the campaign across various channels.

Tris Cavanagh, creative director at 23red, part of Capgemini Invent, remarked: "We love creating campaigns that not only entertain but tap into culture and inspire real behaviour change.  We hope our latest creative helps inspire more people to give the Dry January challenge a go and BOSS the booze in 2025!”

Ed Cox, founder and managing director at Yonder Media: “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.”

Joe Marley, director of communications & marketing at Alcohol Change UK, stated: "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.”