After its success in the UK in 2013, the campaign became increasingly popular in other countries. The movement was and is supported by organizations committed to alcohol prevention. In 2021, “Dry January” came to Switzerland for the first time and in January 2025, Liechtenstein will be an official partner of “Dry January Switzerland”. The campaign in Liechtenstein is supported by Addiction Prevention Liechtenstein, the Commission for Addiction Issues and the Office for Social Services.
Abstaining from alcohol has many benefits: it promotes physical and mental health, provides greater clarity and well-being, and helps break habits. “Dry January” is aimed at everyone who wants to reflect on and redefine their alcohol consumption – without pointing fingers, but with positive and empowering messages.
“Our vision is to sensitize people to the conscious use of alcohol,” emphasizes Martin Birnbaumer-Onder from the Office for Social Services.
“The focus is not on abstinence, but rather on experiencing a break that is fun, connects and leads to greater well-being in the long term.” That's why the campaign's advertising is designed to be humorous. For example, on Liemobil buses you can read: “Rock dry through January” or “Dance sober for better romances”. Posters and online advertising also encourage people to get involved.
Alcohol consumption is widespread in society: around a third of the Liechtenstein population stated in the health survey that they drink alcoholic beverages one to two times a week. A similar proportion, 29 percent, drink alcohol less than once a week. Almost 6 percent consume alcoholic beverages every day. Excessive consumption is often trivialized or stigmatized. “Dry January” starts here by offering people the opportunity to question their relationship to alcohol in a positive way – without any pressure.
The campaign appeals to anyone who wants to take on a challenge that both promotes personal health and raises awareness of a more mindful lifestyle. Experience from an international study on “Dry January” shows that abstaining from alcohol, even if just for a month, offers numerous advantages. According to the study, over 70 percent of participants reported better sleep, more energy and a sustained reduction in alcohol consumption.
Support makes the challenge easier
Lasting 31 days is also easier if you register on the campaign homepage. Simply register at http://www.dryjanuary.ch with your zip code and email address, download the Try-Dry app and start your alcohol-free month. During the challenge there are events, competitions and great prizes that make it easier to stick with it.
