When Dry July wanted to increase audience engagement and the acquisition of participants, a new communications strategy was employed. Marlin’s challenge was to build a connection between cancer support and the act of ‘going dry’. We created a new campaign ‘I won’t drink to that’, which was introduced through a series of TV campaigns in 2021. The campaign smashed its targets raising more than $13m, proving that good fundraising and good creative storytelling aren’t mutually exclusive.
Written and Directed by Clayton Thomas, Art Directed by Matthew Ware, with production by Chello.
Mission Australia
Vinnies
This Way Up
Royal Flying Doctor Services
Say hello to Karl
With over 15 years of experience as a strategist, I make it my mission to understand ambitions, get to the heart of a problem and work collaboratively to develop a solution. I would love to hear from you!
