After a few to many alcoholic beverages our phone’s autocorrect text system often proves very difficult to navigate and sometimes we end up sending text messages that make little to no sense. We used this problem as our main insight for our campaign. It gave us cultural relevance and attention-grabbing language to entertain people and get them to consider giving up alcohol for July.

Dry July is a charity that asks people to give up alcohol during July to raise money for those affected by cancer. We highlighted one of the benefits of giving up the booze for the month, a decrease in text message autocorrects, a tell-tale sign of having had a few too many. For all of July your texting woes will be put to bed, so you can safely and happily put down the glass and pick up the phone.