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 Movember winds up, 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.

Free eNews

Man admits stealing £300,000 from collections for Help for Heroes

29 Jul 2014

A man has admitted pocketing £300,000 donated by members of the public who believed it would go to Help...

Up to 144 jobs could go at Royal Voluntary Service as part of restructure

29 Jul 2014

Royal Voluntary Service is planning to make up to 144 redundancies in both its operations and support...

Children's charities call for an end to 'price-driven competition' in public service provision

28 Jul 2014

A coalition of 29 children’s charities and trade unions including Barnardo's and Action for Children...

Commission investigates charity over concerns it was used for private benefit

29 Jul 2014

The Charity Commission has opened a statutory inquiry into grant-giver the Catalyst Trust over concerns...

PTA-UK: Big Society Network chief was confident of funding

28 Jul 2014

PTA-UK has revealed that it turned down an invitation from Big Society Network to be a partner in its...

Big Society Network chair’s company gave £64k to Conservative Party

28 Jul 2014

A company owned by the chair of Big Society Network donated services totalling more than £54,000 to the...

Online donations forms are too long and cost charities donations, finds report

28 Jul 2014

One third of leading charity websites require potential donors to complete more than 20 actions before...

Greenpeace video removed from YouTube following copyright claim

14 Jul 2014

A campaign video by Greenpeace against Lego’s relationship with Shell has been subject to a copyright...

Oxfam advert removed after appearing before extremist videos

10 Jul 2014

Oxfam has removed one of its adverts from YouTube after it was shown on channels showing content from...

Join the discussion

Twitter button

@CSFundraising