CLIENT
The Dry July Foundation
Brett Macdonald, CEO
Katie Evans, Marketing Manager
AGENCY
Rob Harding-Smith, Planning Director
Rob Dougan , Head of Planning
Matilda Treloar, Planner
Mel Spence , Senior Account Director
Lilian Sor , Chief Strategic Officer
Isabella Timar , Account Manager
Ben Coulson, Chief Creative Officer
Brendan Willenberg, Creative Director
Speed Agency
Ian Perrin, Chief Accelerator
SUMMARY
Every year, tens-of-thousands of Australians participate in Dry July, a campaign run by the Dry July Foundation. The Foundation has two functions; to raise much needed funds for people affected by cancer and to create a habit of healthy abstinence
In 2016 the Dry July event (abstaining from Alcohol in July) was booming, but the charity was lagging, and revenue was suffering.
This paper illustrates how The Dry July Foundation turned its fortunes around by recapturing their event with their existence audience, but managed to capture a new audience through a powerful new platform.
