Orchard are continuing their partnership with Alcohol Change UK, extending beyond the central Dry January® campaign into its flagship event, The Dry January® 10k.
Acting as an extension of Alcohol Change UK’s team, Orchard are working closely with Danielle Houliston, Executive Director of Income and Engagement, to deliver commercial growth and brand alignment opportunities.
This event is a key moment in the Dry January® challenge calendar, celebrating the achievements of participants who have completed the challenge and experienced tangible improvements in health, wellbeing, and sleep. It plays a vital role in supporting Alcohol Change UK’s vision of a society free from the harms caused by alcohol – no small feat when significant stigma still exists for both those experiencing serious alcohol dependency, and those trying to drink less alcohol, or go alcohol-free long term.
As one of the most-widely recognised UK charity campaigns, in January 2025; 8.5 million people in the UK attempted a full month off alcohol, with another 8 million reducing how much they drank.
Through free tools including the Try Dry® app, daily emails and online community groups, Alcohol Change UK supported hundreds of thousands of people to take part in the Dry January® challenge – each with their own motivation for an alcohol-free reset at the start of the year. It offers brands a powerful platform to align with positive behaviour change and reach a highly engaged audience of over 300,000 charity supporters.
Alcohol Change UK’s work tackles the social and cultural challenges surrounding alcohol and its place in our communities. Research shows that in the UK one person every hour dies as a result of alcohol, despite it still being used every day as a part of celebration, comfort, and relaxation. But cultural habits are shifting.
The rise in sober, sober-curious, and mindful cutting back lifestyles has never been stronger, and The Dry January® 10k represents a landmark opportunity for brands to be part of this movement for change.
The event’s Exclusive Title Partnership will provide a brand with meaningful association to health, wellbeing, and social responsibility, benefiting from the significant visibility to a high-value, purpose-driven audience.
With 500 runners on the day, a digital community of more than 300,000, and association with one of the nation’s most recognised charity campaigns, the potential for forward-thinking, socially conscious brand is huge.
For partnership opportunities, please contact sponsorship@thinkorchard.com – we’d love to hear from you.
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