Cancer Research appoints Unity PR to handle Dryathlon campaign
Cancer Research has announced the appointment of Unity PR to handle its Dryathlon campaign, which asks the public to give up alcohol throughout January.
The Dryathlon campaign focuses on the willpower required rather than the health benefits of giving up alcohol for a month.
Ed Aspel, head of innovation delivery at Cancer Research, said: "We know that many people already decide to go dry throughout January, so with Dryathlon, we're giving them an extra reason to stick to their guns and make it through the month.
"We're hoping the challenge element to the campaign will help us appeal to a different audience to many of our other campaigns and are really excited to see how it goes."
As part of the campaign participants can also pledge £15 to Cancer Research UK to obtain a ‘Golden pass’ allowing them to take 24 hours off from the challenge during the month, with suggestions being that this could be used for a wedding or birthday.
A Facebook page, Twitter account and microsite have been created to support the campaign, with Cancer Research unveiling a tool showing how many calories and money those taking part have saved by cutting out alcohol.
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