When the Dry July foundation asked us to increase Australia’s participation in abstaining from alcohol during an entire month, we instantly knew it would be a challenge. From Bob Hawke to Boony the Australian identity has literally evolved from a platform epic drinking exploits. So how did we do it? Cognitive Behaviour Theory had the answer, ‘July Dry’ the world’s first socially acceptable ‘non beer’.
Planners: Vince Usher, Anish Bhattacharya