Dry July launches Dry(ish) July campaign, with less stringent requirements for drinkers

With time blurring while Australians isolate in their homes, the Dry July Foundation has launched ‘Dry(ish) July’ ahead of its annual fundraiser for cancer patients.

Traditionally, the Dry July campaign has encouraged participants to abstain from alcohol for the full 31 days of July. This year, the foundation is giving drinkers the option of taking on the challenge as a ‘fortnight Frank’, a ‘three-week Wendall’ or the traditional ‘fully dry Di’.


Clemenger BBDO Sydney executive creative director, Brendan Willenberg, said the new take on Dry July was the best way to get people involved.

“It’s a mad old world we’re living in at the moment so, when Dry July Foundation asked us what to do in 2020, Dry(ish) July seemed like the best way to encourage as many Aussies as possible to get involved in the campaign. Whether you abstain for a fortnight, three weeks or the whole month, you are still raising important funds for people affected by with cancer,” Willenberg said.

Research from the Dry July foundation found that 61% of Australians are ‘sober-curious’, and 82% said they would benefit from having less alcohol in their lives.

Dry July Foundation CEO and co-founder, Brett Macdonald, said: “We get it, Aussies have had a really challenging first half of 2020. But what remains unchanged is that people affected by cancer still need our support. In fact, they need our support more than ever.

“We need as many people as possible to get involved with Dry July this year. That’s why, for the first time in Dry July’s 12 year history, we’re giving Aussies the opportunity to choose how long to go dry for, to help raise much-needed funds for cancer patients and their families.”

Managing director of Dry July’s long-standing PR partner Forward Agency, Fergus Kibble, added: “Dry July is one of Australia’s most innovative fundraisers. It is rewarding to work with an organisation that genuinely understands its audience and could therefore reimagine its approach during a time that has seen many fighting hard to stay relevant.”

The campaign will run on TV, social media and digital platforms.

The beneficiaries of the Dry July Foundation include the Cancer Council, Leukaemia Foundation, Look Good Feel Better, McGrath Foundation, Prostate Cancer Foundation of Australia and Redkite.


Creative Agency: Clemenger BDDO Sydney
PR Agency: FORWARD Agency
Media Agency: The Speed Agency / Hearts & Science

 Dry July Foundation
CEO: Brett Macdonald
General Manager: Katie Evans

Clemenger BDDO Sydney

Sr Account Director: Lara Doundoulakis
Account Manager: Karri Graf
Account Coordinator: Giovanna Ingegneri

Hearts & Science
Business Director: Mikayla Ellis
Senior Account Manager: Robin Perrin
Account Executive: Heidi Saban

The Speed Agency
Managing Partner: Ian Perrin


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