Share

Cancer Research launches ‘dryathlon’

Cancer Research launches ‘dryathlon’
News

Cancer Research launches ‘dryathlon’1

Fundraising | Celina Ribeiro | 29 Nov 2012

As the male fundraising fest that is , Cancer Research UK is launching another month-long sponsored event targeting young men with the challenge of going alcohol-free for 31 days.

The ‘Dryathlon’ will run next January, and will encourage participants to ‘go dry’ for a month. The temporary tee-totallers are asked to pledge the money they save to Cancer Research UK and get their family and friends to sponsor their efforts. Participants will also be able to buy indulgences, with CRUK selling ‘golden passes’ for £15 each, which allows the abstaining fundraiser a 24 period of grace in which they may, guilt-free, consume alcohol.

CRUK’s effort is the first of its kind in the UK, but mirrors the increasingly popular ‘Dry July’ in Australia, which this year raised A$3.7m from more than 15,000 people.

But the health charity’s chief messaging will not be the health benefits of reducing alcohol consumption, instead playing on competitive will power to draw in particularly young male participants.

The campaign is hosted on its own website, which includes features which enable people to calculate the amount of money and calories the alcohol they would have consumed would have cost. The site, which encourages people to “lay off the bevvies” will also include a fundraising leader board and virtual prizes for hitting donation milestones. 

Fundraising teams will also be supported via the site. which could prove a powerful source of fundraising. The most successful fundraisers on Australia's 'Dry July' register their company name alongside their own. 

CRUK is embarking on an integrated multi-media campaign to promote the event, with a strong emphasis on digital and social media. The charity has will also be pushing Dryathlon via a partnership with Men’s Fitness magazine, press and radio ads and promotional beer mats. The charity has taken on PR agency Unity to work with an in-house team on the PR and social media campaign. Justgiving is hosting the participants' fundraising pages.

Leanne Ford
Fundraising and Communication Co-ordinator
Foundation66
30 Nov 2012

Alcohol Concern launched Dry January as a fundraising activity a couple of weeks ago www.dryjanuary.org.uk - so this isn't the first event of its kind.

Comments

[Cancel] | Reply to:

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

  • Robust but respectful debate
  • Strongly held opinions
  • Intelligent relevant discussion
  • The sharing of relevant experiences
  • New participants

We will not publish:

  • Rude, threatening, offensive, obscene or abusive language, or links to such material
  • Links to commercial organisations or spam postings. The comments board is not an advertising platform
  • The posting of contact details for yourself or others
  • Comments intended for malicious purpose or mindless abuse
  • Comments purporting to be from another person or organisation under false pretences
  • Gratuitous criticism, commentary or self-promotion
  • Any material which breaches copyright or privacy laws, or could be considered libellous
  • The use of the comments board for the pursuit or extension of personal disputes

Be aware:

  • Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
  • Comments left by others may not be accurate, do not rely on them as fact
  • You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

  • Enjoy the opportunity to express your opinion and respect the right of others to express theirs
  • Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.

HMRC assures charities of ‘soft landing’ approach in Common Reporting Standard guidance

26 Aug 2016

HMRC has published new Common Reporting Standard guidance, which assures charities that it will implement...

Access Foundation to invest endowment in social investment

24 Aug 2016

Access: the Foundation for Social Investment has announced it will put its endowment from the Cabinet...

Charity investigated after it did not know its own income

23 Aug 2016

The Charity Commission has opened an inquiry into a charity that underestimated its own annual income...

Commission appoints interim manager to dissolve charity being investigated over investment tactics

26 Aug 2016

The Charity Commission has appointed an interim manager to oversee the winding up of the Park Charitable...

Association of Charitable Foundations' chief executive will step down this year

25 Aug 2016

David Emerson is stepping down as chief executive of the Association of Charitable Foundations later this...

Charity Commission should ‘avoid the temptation to look tough’ when it starts disqualifying trustees

24 Aug 2016

Other infrastructure bodies have joined NCVO in raising concerns about how the Charity Commission might...

Free HR system to launch for charities

25 Aug 2016

A free human resources system designed for charities will launch next month and is currently being trialled...

RSPCA ranked fourth in global charity social media brand index

19 Aug 2016

A new social media index has said that the RSPCA has the fourth best digital charity brand globally, with...

Charity Commission retracts story which indicated it would no longer publish all accounts

18 Aug 2016

The Charity Commission has published a news story announcing it will no longer display documents received...

Join the discussion

Twitter button

@CSFundraising