In this episode of PR in the Real World, Joe Marley, Executive Director of Marketing and Communications at Alcohol Change UK, takes us inside the thinking behind Dry January - one of the UK’s most recognisable and enduring behaviour change campaigns.

This episode is all about what it really takes to build — and sustain — a campaign that has become part of the cultural calendar, while staying rooted in evidence, trust and real-world impact.

Joe shares the origins of Dry January, from its humble beginnings as a personal experiment to a global challenge used by millions of people each year. We explore why January works so well as a moment for behaviour change, and how the campaign deliberately avoids judgement or prescription — instead meeting people wherever they are in their relationship with alcohol.

From a communications perspective, Joe unpacks the realities of running an annual campaign for nearly 15 years. He explains how Alcohol Change UK keeps Dry January feeling fresh by leaning into participant stories, community ambassadors and long-term outcomes. We also talk about the pressure of year-on-year comparisons and why 'sanity metrics' matter more than vanity numbers when you’re focused on genuine change.

The conversation also dives into the strategic role of tools like the Try Dry app, the science behind supported behaviour change and why the most important day of Dry January might actually be the 1st of February. Joe also shares how creative activations — including the 'Funny AF' comedy campaign — are used to challenge cultural assumptions about alcohol while keeping the tone approachable, human and engaging.

A must-listen for PR and communications professionals working on behaviour change, health campaigns, or any long-term initiative where trust, evidence and impact matter more than quick wins.

Links and References

Alcohol Change UK: https://alcoholchange.org.uk

Dry January campaign: https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/about-dry-january/the-dry-january-story

Try Dry app: https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/get-involved/the-dry-january-app

Alcohol Change UK Campaigns: https://alcoholchange.org.uk/get-involved/campaigns

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