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Cancer Research UK launch their 2016 Dryathlon campaign

Dryathlon 2016 sees a new advertising campaign created by Karmarama, which will appear across TV, radio, digital and social media. A specially written song alongside animation will be used across the channels. Echoing the fun and light-hearted tone of Dryathlon, the new campaign will encourage Dryathletes to still have a good time in January and be proud of being sober, positioning not drinking for a month as simply removing one vice temporarily from their life. There is still ample opportunity for fun all whilst raising money to help beat cancer!




Anthony Newman, director of marketing at Cancer Research UK said: “Dryathlon is back and we want it to be our biggest and best yet. Dryathlon is the original campaign that challenges the nation to put down their pints. Since 2013, it has raised over £17million for our work to beat cancer sooner – so the pressure is on for a brilliant fourth year in 2016. To carry on this success it’s essential Dryathlon continues to innovate and appeal, and I believe the new campaign will achieve this. It feels fresh, fun and builds on what we’ve learnt from previous campaigns, highlighting our message that Dryathlon is not about staying in but getting out and enjoying yourself. Dryathletes may have quit drinking for a month but can still have a great time all whilst raising money for Cancer Research UK’s life saving research.”

Karmarama, part of Accenture Interactive, is one of the UK’s most progressive creative agencies. It is one of the most effective advertising agencies in the UK, winning IPA Effectiveness awards in 2016 for its work with Plusnet and Costa and the DMA Grand Prix for its Unibet activity. It was listed again in the Sunday Times Top 100 Companies to Work For in 2016. The agency is known for its ability to blend creativity, digital and data to develop campaigns that help brands better engage with consumers through Connected Creativity. It currently works with clients including the BBC,, Honda, Just Eat and Unilever.