Drinkaware Sober Curiosity Campaign

Drinkaware’s Sober Curiosity campaign, supported by Etch Communications, encouraged individuals to explore alcohol-free living during Sober October and Dry January.

Through strategic media engagement and research-led insights, the campaign sought to challenge perceptions around alcohol consumption and empower people to make informed lifestyle choices.

Background

With growing public interest in sober curiosity, Drinkaware identified an opportunity to support individuals seeking to reduce or eliminate alcohol from their lives. The campaign aimed to provide support tools, education, and encouragement during key moments like Sober October and Dry January. 

Despite this growing interest in sober curiosity, Drinkaware recognised that several barriers exist. Such barriers include social pressures, the absence of support networks, and a cultural landscape where alcohol is deeply embedded into social life. The Sober Curiosity campaign addressed these barriers by fostering an open and positive conversation around mindful drinking.

Our Response

Through expert-led discussions and strategic media outreach, Etch supported Drinkaware’s campaign, which sought to reshape attitudes toward alcohol and normalise the idea of choosing sobriety as a lifestyle decision rather than a restriction. The campaign leveraged national and regional media coverage, expert insights, and digital content to ensure widespread awareness and engagement. The campaign combined coverage from Drinkaware’s Sober October and Dry January campaigns. 

Broadcast media highlights included radio interviews on Galway Bay FM, Radio Kerry and East Coast FM. 

Print coverage appeared in leading national titles, including The Irish Daily Mail, The Daily Mirror, and The Irish Daily Star and key online placements featured on Newstalk, The Irish Mirror, and The Irish Sun.

The Results

The campaign generated 82 pieces of coverage and 13,500,137 opportunities for the public to engage with the campaign’s core messages.

Outcome

The campaign achieved its aim of fostering an open and meaningful conversation about sober curiosity. Beyond media coverage, the campaign generated a national discussion about the benefits of rethinking our relationships with alcohol. Additionally, Drinkaware’s website experienced increased user traffic during this period, revealing an increase in people accessing the tools highlighted in the campaign. The campaign successfully positioned Drinkaware as a leading voice in the sober curiosity movement, driving widespread awareness and encouraging thousands to explore alcohol-free living. Its strategic approach ensured lasting impact, empowering individuals to make informed and positive choices about alcohol consumption.