To launch the 2020 Dry July campaign, we developed a robust media relations strategy aimed at reminding Australians what Dry July is really about - raising money for those affected by cancer. Targeting national broadcast, print and online titles, we developed stories in the lead up to and during July driving awareness about the simple new Dry(ish) July option, humanising the stories of everyday Australians who have been affected, and communicating the health benefits of taking a month off booze.