From mid-December we began to challenge men to see if they could survive January without a drink by targeting them in the main social drinking occasions, using posters in proximity to pubs and clubs and TV adverts upweighting sport at home and in the pub.

As festive hangovers kicked in we used proximity targeting to send mobile text messages to people eating guilty breakfasts at fast food restaurants during weekend mornings. No medium reaches as many hungover people as breakfast radio, so we also used spots to drive mass reach and awareness of our healthy alternative to lovers of booze.

And finally, to make sure our Dryathletes knew they wouldn’t be taking on the challenge alone, we used three of the biggest UK YouTube vloggers with big male followings to post videos with funny videos relating to alcohol, encouraging them to stick to their Dryathlon.

Our 3 vloggers were a hit, delivering 2.6 million views – that’s over 5.3 million minutes of Dryathlon content viewed. We drove nearly half a million visits to the Dryathlon website, and converted 54,500 people to sign up.

The fresh approach to targeting delivered a brand halo effect, driving significant increases in CRUK’s awareness, brand engagement, buzz and overall support.

Ultimately this campaign was all about the Dryathletes themselves. Their heroic efforts in staying off alcohol for a whole 31 days were rewarded by their friends and the donations flooded in, delivering a massive £5.5 million in donations for CRUK across the month.