Since its humble beginnings in 2008, Dry July has evolved into one of Australia’s most impactful fundraising campaigns — combining personal wellbeing with community-driven giving. The 2025 campaign, led by the Dry July Foundation, marks a major milestone in the initiative’s journey toward raising $100 million to support people affected by cancer.
The Dry July Foundation sought to sustain engagement and fundraising momentum after more than 15 years of campaigns. With increasing competition in the charitable space and growing fatigue around online challenges, the team needed to reinvigorate participation — reminding Australians that “going dry” isn’t just about giving up alcohol, but about giving back.
The 2025 campaign focused on two core objectives:
Reignite personal motivation by highlighting the health and lifestyle benefits of going alcohol-free — better sleep, more energy, and improved focus.
Strengthen emotional connection by showing the real-world impact of donations — funding transport, accommodation, and wellness programs for Australians living with cancer.
A digital-first strategy drove the campaign, combining:
Bold, positive messaging, social media storytelling, and workplace and team challenges to boost engagement across corporate networks.
The campaign raised over six million dollars for the Foundation and is on track to reach AU$100 million raised since inception.
The campaign supports ongoing funding for 1,200+ cancer projects across Australia
Significant uplift in digital engagement and online sign-ups, with thousands of new participants and workplace teams involved nationwide.
