To get young Aussies to give up drinking, we got their music to do it with them.
We needed to convince young Australians to give up alcohol for a month, and raise money for cancer while doing it.
Numerous studies have shown that listening to music which references alcohol leads young people to drink earlier and more.
One in five pop songs do this.
So, in partnership with Australia's number 1 radio network, we promoted Dry July by getting our music to go dry with us – bleeping out alcohol references.
Spikes 2016 - Radio - Use of Branded Content (Silver)
Spikes 2016 - Radio - Use of Radio (Bronze)
Spikes 2016 - Media - Use of Audio (Bronze)
Spikes 2016 - Media - Charities (FInalist)