Imagine What You Could Do Without a Hangover

Imagine What You Could Do Without a Hangover
SHARE
THIS



The day after a big one is a physiological nuisance, But today marks the official launch of the Dry July challenge and maybe the beginning of a headache-less month.

Executive director and co-founder of Dry July, Brett Macdonald is urging the public to put down that pint, say no to that glass of vino and sign up as a participant to raise funds for adult cancer – a cause close to Macdonald’s heart.

“After losing close relatives, including my Dad and Aunty to cancer, I discovered a real need for funding in particular areas of cancer services”

It was during the winter of 2007 that Macdonald challenged his circle of social booze hounds to quit the drink and see who could last the longest. Dry July was born.

Seven years on, Macdonald is almost incredulous at the success of Dry July. Yesterday, they held their first public event in Circular Quay, launching the official #DryJuly campaign, “we set a Guinness World Record for the world’s largest smoothie… it was 2,300 litres.” The event attracted 3000 additional participants making it the biggest sign-up day in Dry July history. “We’re hoping to sign up 20,000 people this year and we expect to raise $4.5 million for the Australian campaign.”

BT-DRY

Dry July collaborated with communications companies Clemenger and PHD as well as social media agency We Are Social to execute #DryJulySmoothie.

“Social media has been vital in gaining exposure and expanding our reach” Macdonald explains, “Clemenger were instrumental in managing traffic and getting partners on board on the day.”

When asked to what he attributed the success of #DryJulySmoothie, Macdonald chuckles “the weather helped” before expanding on the campaign’s message,

it’s amazing what you can achieve without a hangover

“We wanted a fresh angle, and I think this message really resonates with people. It works on many levels and encourages participants to consider healthy lifestyle choices while helping to raise funds for 37 different adult cancer charities across Australia at the same time.”

In previous years, alcohol abstinence and fund-raising resulted in the installation of 70 televisions throughout the cancer ward at Royal Melbourne Hospital, new chemotherapy chairs complete with iPads and WiFi connectivity. “We want to fund tangible change ranging from accommodation centres to transport vehicles… we can help to offer patients respite from their treatment,” Macdonald explains.

Having only come to life about six weeks ago, #DryJulySmoothie overcame the expected roadblocks to interactively engage the passers-by at Circular Quay. Macdonald is adamant this was the vehicle that drove the organisation to record-breaking sign-ups, “the awareness we were able to raise, the information we distributed about getting involved, being  face-to-face and handing out flyers  worked really well. We connected.”

Oh, and in case you were wondering, the previous record held for the largest smoothie was 1,514.16 litres prepared by Cabot Creamery Cooperative at Bike Expo NYC in New York, New York, USA, on 3 May 2013.

This July, ditch the drink, suck back a smoothie and raise a few bucks for a worthwhile cause, you can sign up here.

 

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine