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.