Dry July is a charity that asks Australians to raise funds for cancer clinics by taking a month off drinking. That's a tall order when you consider how prevalent alcohol is in popular culture. Up to one in five pop songs contain alcohol references.
So to get people talking about Dry July, and to make it a little easier for those raising money, we worked with Australia's largest radio network, Austereo to make its music go dry for July. They edited their tracks, censoring alcohol references. This was amplified by live reads, promo spots, social media posts and discussed on-air by radio hosts.