Dryathlon charity campaign smashes £4.2 million

We’re incredibly proud that our first campaign for the world’s leading cancer charity, Cancer Research UK, has exceeded all expectations and produced such awesome results. Over £3.5 Million raised (and counting!). 35,000 Sign Ups. Unparalleled Massive Awareness.

The Challenge

Killer Creative’s brief was to target young males (without excluding females) and persuade them to take a break from alcohol during January, raising money for Cancer Research UK in the process.

The Creative

We named the event, ‘Dryathlon’.
We designed, wrote and produced print and outdoor ads, a radio campaign plus posters, flyers, supporter donation cards and wristbands and created digital assets for use on the Facebook app and promotional microsite.

The Outcome

Massive awareness and millions raised!
Dryathlon entered the British vocabulary and 35,000 people signed up to give alcohol the swerve, raising in excess of £3.5million.
Never has so much been raised by so many who were so dry.

The Verdict

“The campaign has gone beyond all our expectations,” confirms Clare Moore, Cancer Research Head of Strategic Marketing Communications.

“Killer’s no-nonsense but arresting creative has achieved massive cut through. The tone of voice was spot on and the results are testimony to their creativity, not to mention their understanding of the core insights of the research document and their memorable interpretation of the brief. It’s a fantastic achievement for a year 0 campaign.”