The challenge this year is to make people understand that raising funds for cancer patients is what drives the Foundation.
Clemenger BBDO, Sydney has today launched its campaign for the Dry July Foundation.
The Foundation, now in its 10th year, challenges Aussies to drop booze for the month of July to help raise much needed funds for people affected by cancer.
Although the Foundation has raised more than $26.5 million over the past decade, the cause behind Dry July hasn't always been clear to the average Joe. The challenge this year was to make people understand that raising funds for cancer patients is what drives the Foundation.
Every month, an average of 11,181 Australians are diagnosed with cancer. No one asks for cancer. But Dry July is asking for help. This year, the creative campaign takes a tonal shift, as actual cancer patients were recruited to ask Aussies to sign up for Dry July.
Says Brett Macdonald, co-founder and CEO, Dry July: "We are grateful for the support and donations of those Australians who have taken part in Dry July over the past decade. We couldn't have imagined that raising over $26.5 million was possible when we started all those years ago.
"This year we wanted the creative to remind people that taking part in Dry July is more than just giving up alcohol - it's a chance to make a real difference to the lives of people affected by cancer all around Australia. You are not taking part in Dry July unless you are raising money or supporting someone who is."
The campaign kicks off this week with a website, TV, radio, social and digital OOH.