What Dry January Can Teach You About Behaviour Change – With Joe Marley: PR in the Real World
Behaviour change campaigns don’t come much bigger than Dry January, but the thinking behind it is grounded. It started when one person — Emily Robinson — had the idea of an alcohol-free January to kick-start her half marathon training. Now it’s a phenomenon.
In this episode of PR in the Real World, we speak to Joe Marley, Executive Director of Marketing at Alcohol Change UK, the charity behind Dry January. He explains how it has become one of the UK’s most recognisable and impactful public health campaigns.
Joe talked us through the early days of Dry January, how it became what it is today and how the campaign has grown by staying useful to the people it serves.
Key takeaways for behaviour change and health campaigns
Start small, stay human
Dry January started with one person noticing how alcohol was affecting their life and trying something different. Powerful campaigns often grow from personal truth. When people see themselves in the story, behaviour change becomes possible.
Invite your audience in
Alcohol Change UK is careful not to preach. Joe is clear that Dry January works because it meets people where they are in their own journey, then offers them support, tools and encouragement. For communicators, if you want people to engage, make them feel invited.
Give people permission to opt out
One of Dry January’s quiet strengths is that it gives people a socially acceptable reason to say no. Suddenly, not drinking is a shared experience rather than an awkward one. This sense of collective action reduces pressure and creates confidence. Good PR removes the friction from people doing the right thing.
Measure what actually matters
With a campaign this visible, it would be tempting to obsess over reach, coverage and sentiment. What really counts is action — people downloading the app, using the tools and still drinking less six months later. It’s a perfect case study for choosing sanity metrics over vanity metrics.
Changing one life is still success
Perhaps the most powerful insight Joe shared is the simplest. If one person changes their relationship with alcohol, that’s a win. And because alcohol affects families, friendships and workplaces, that change ripples outward. Scale matters, of course, but purpose comes from knowing the work genuinely helps people.
If you care about PR that makes a difference beyond headlines and hashtags, this episode is essential listening.
This week’s episode of PR in the Real World with Joe Marley is available now.
Links:
Related: Prioritising Sanity Metrics with Steph Bridgeman podcast episode
Viva Case Study – Check Before You Chuck Behaviour Change Campaign
Explore Viva’s campaigns
Listen to Joe’s episode now!
Other episodes available now on Apple, YouTube and Spotify:
Institute of Technology will play vital role Blackpool’s future
Suprafilt names next managing director
Netflix: Bank of Dave 2 Project
