Dry January appears to be continuing to gain momentum as significant media attention and Twitter activity continues. Dry January 2015 has been backed by Public Health England (PHE) with a significant digital, press and radio campaign fund, whilst a number of local areas are adopting the campaign.
Alcohol Concern first officially launched Dry January in 2013, followed by significant growth last year. A big boost for the campaign came with PHE's involvement and recent research indicating sustained reductions in many participant's drinking.
It has been suggested that a quarter of Britons now make some attempt to give up alcohol for January, though most would not be officially signing up. The Dry January campaign may however have threats to its present popularity. For one, it might be considered that the increasing number of other 'month off' campaigns might dilute the novelty or acceptability of an occasional sober month.
Sections of the alcohol industry might also be looking to counter the trend; the Morning Advertiser have launched a 'Try January' campaign which aims to 'unite the industry' to support January as a month for 'discovering new food and drink'.
Others may be put off, and perhaps some inspired, by various the various popular figures opting in - the usually proud drinker Nigel Farage's participation attracted significant interest. A selection of other media articles during the month also looks likely to continue - this 'how to do Dry January' piece one example from the Independent.
Dry January - what for?
More research may be underway as to why people attempt a 'month off', but the significant shift to more regular 'home drinking' may play a role in why many drinkers might decide to take time off booze. Whilst some might simply believe a break could be a 'detox' for the body, increasing awareness over the risks of regular 'risky' consumption may be contributing to the campaign's popularity. Indeed its main promotional messages are centred around potential benefits of improved sleep, mood or calories cut out.
Overall, health groups are likely to view growing popularity of 'Dry January' as a positive. No single policy or campaign is likely to be successful in reducing population level harmful drinking on its own, but Dry January might be seen to contribute to a broader change in attitudes and habits, as well as the possible benefits to individuals. Overall consumption may have dropped over the last decade, but health groups are set to continue to argue minimum pricing and other controls regarded as central policy levers for securing a sustainable impact on alcohol harms.
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