Client: Alcohol Change UK
Do you fear you’re not funny without alcohol? Nearly half of men do. So, to show them trying dry doesn’t mean losing your bants, we ran FUNNY AF, a comedy night bringing all the tickle and less of the pickle for the 2026 Dry January® challenge (DJC). The price of entry? Flashing your streak on the official Try Dry® app. Why? Because using the app, vs doing DJC without any support, makes a huge difference to drinking habits. FUNNY AF was praised as an authentic, inclusive, alcohol-free atmosphere. Demand was WILD. We could have ‘sold’ the gig out 20 times over. 50% of entries were new app users, with an average age of 45. This work challenged cultural norms and beliefs, and proved we can have just as much of a laugh when the comedy – not the booze – takes centre stage. FUNNY AF? EFFECTIVE AF!
