Cancer Research UK has appointed Threepipe to help with its fundraising campaign Dryathlon®. 

Threepipe will report into Kim Ireland, PR manager, Cancer Research UK and will work alongside the charity’s in house PR and social media team.

Dryathlon® challenges social drinkers to give up alcohol for the month of January and raises money through sponsorship or pledging money saved by not drinking. The campaign was launched as a pilot in January 2013 and 35,000 ‘Dryathletes’ took part raising over £4million.

David Robson, head of planning, Threepipe said: “Our campaign platform will be centred around humour and challenges, which resonates well with the target audience and will inject some fun into what can be a depressing time of the year.”