Dryathlon: Launching a New Fundraising Product for Cancer Research UK
Background
A client we'd worked with at Club 18-30 moved into a new role at Cancer Research UK and came straight back to us with an idea for a new fundraising product they wanted to pilot.
The Brief
The challenge: get social drinkers to take a one-month break from alcohol in January and raise sponsorship money for the charity in the process.
The thinking behind it was clear — Cancer Research UK under-indexed on younger male supporters compared to other cancer charities, and this felt like a way in. During testing, though, it became obvious the challenge appealed just as much to women, so the brief shifted to a 50/50 split.
The Work
We knew the campaign needed a strong identity that could speak to ABC1 men and women alike, without tipping into a health message or sounding preachy. We tapped into the idea of willpower and the very real challenge of giving up alcohol for a month, and built the campaign around that tension.
We named the campaign Dryathlon, developed the full look and feel, then produced everything needed for launch: managing the photoshoot, artwork for outdoor and print, a radio ad, and a full suite of support materials to keep participants engaged after sign-up. That included the fundraising pack — posters, flyers, supporter donation cards, and wristbands. We also created digital assets for the campaign's Facebook page and website.
Results
We smashed every target, and the campaign grew year on year:
Year one: 35,000 sign-ups and £4.5 million raised
Year two: the campaign reached even more participants, raising £5.5 million