Alcohol Change UK is gearing up for its largest Dry January® challenge since its inception in 2013, with 15.5 million participants across the UK expected to take part. This year’s campaign is bolstered by the support of the world’s largest online therapy service, BetterHelp, as the challenge’s first-ever headline partner, alongside a host of official brand partners championing alcohol-free living.
BetterHelp: Bridging the Gap Between Mental Health and Alcohol Awareness
BetterHelp’s involvement as the headline partner marks a significant step in highlighting the connection between mental health and alcohol consumption. Known for improving access to therapy worldwide, BetterHelp is offering exclusive mental well-being support for Dry January® participants through Alcohol Change UK’s tools and resources.
Sara Brooks, Chief Marketing Officer at BetterHelp, commented:
“Mental and physical health are deeply intertwined. Partnering with Alcohol Change UK for the 2025 Dry January® challenge allows us to support holistic health and help participants take proactive steps toward a better relationship with alcohol.”
Brand Partnerships Driving Behavioural Change
The 2025 challenge is further supported by leading alcohol-free and wellness brands, including Lucky Saint, Lyre’s, Counter Culture Kombucha, DASH Water, TRIP Drinks, and Wise Bartender. These partnerships aim to provide participants with enjoyable alternatives, encouraging them to embrace a healthier lifestyle without compromising social connections or taste.
Luke Boase, Founder of Lucky Saint, the official beer partner, highlighted the importance of maintaining social rituals:
“Drinking is often about connection, not alcohol. Lucky Saint is proud to help people establish healthier habits in January and beyond.”
Similarly, Lyre’s CMO Kristy Bloomfield stressed that abstinence need not mean sacrifice:
“Our range ensures you can enjoy the sociability of drinking without alcohol—no compromise, just great moments.”
The Role of the Try Dry® App
At the heart of the campaign is Alcohol Change UK’s Try Dry® app, a free, science-backed tool designed to maximise participants’ success. The app offers features such as alcohol unit and calorie tracking, motivational tips, and a journal. Independent research reveals that participants using the app are twice as likely to complete an alcohol-free month compared to those going it alone. Moreover, 70% of participants report sustained reductions in alcohol consumption six months later.
Dr Richard Piper, CEO of Alcohol Change UK, emphasised the challenge’s growing relevance:
“There’s increasing awareness of alcohol’s impact on health, from anxiety and sleep disruption to long-term conditions like cancer. Dry January® offers a life-changing opportunity for people to reset their drinking habits and improve their quality of life.”
A Bold Campaign to “Boss It”
This year’s campaign, titled “Boss It,” has been crafted by creative agency 23red and features a mix of relatable humour and cultural references to inspire first-time participants. The campaign will run across social media, radio, search, and out-of-home platforms, using eye-catching visuals like a weightlifting grandmother and a capybara embracing an alcohol-free January.
Ed Cox, Managing Director of Yonder Media, which is handling media planning and buying, noted:
“With an attention-grabbing full-funnel approach, we aim to drive downloads of the Try Dry® app and set participants up for a successful challenge.”
Raising Awareness Through Innovation
Brand partners are also contributing unique initiatives to promote the campaign. Counter Culture is launching a “Try Dry®” kombucha flavour featuring QR code links to the app, while DASH Water aims to add sparkle to participants’ efforts with its wonky-fruit-infused drinks.
A Movement for Change
In the past five years, the number of people committing to an alcohol-free January has more than doubled, and 2025 is set to be a watershed year for the campaign. With the support of its headline and brand partners, Alcohol Change UK is poised to help millions take meaningful steps toward improved health and well-being.
For more information on Dry January® 2025 and to download the Try Dry® app, visit dryjanuary.org.uk.
