Digital PR agency Definition has been appointed as the official media relations agency for the Dry January 2022 campaign to support Alcohol Change UK.
The agency, which has offices in Leeds and London, will promote the Dry January campaign in 2022 which encourages people to try an alcohol-free month.
Through a targeted data-led media relations campaign, the agency will promote the ‘Get your ‘you’ back’ campaign created by the charity Alcohol Change UK to increase awareness.
It will aim to drive traffic to the website and encourage downloads of the charity’s free ‘Try Dry’ app in a bid to reach new audiences.
The agency’s Health and Charity division has previously created and delivered campaigns for the NHS, national and local charities, and government departments, focusing on raising awareness of topical issues in order to drive and deliver change.
Louise Vaughan, Managing Director of Definition, said: “Dry January is a well-designed behaviour change campaign which offers people the chance for a total reset and to see some amazing benefits like better sleep, a fuller wallet, more energy, and a calmer mind. Dry January also helps people to cut down longer-term, with independent research finding that 70% of participants are still drinking more healthily six months later. We’re honoured to be leading on the promotion of such a vital initiative and are excited to generate some excellent results for the charity.”
