As the festive season fades and the new year begins, many embark on Dry January, a tradition encouraging a month-long break from alcohol. However, WeRoad, a travel company, has put a fresh spin on this familiar concept, turning January into a gateway for exploration and connection.
This month, residents in Manchester were greeted with striking digital displays featuring serene water-themed imagery and the message: “Dry January doesn’t have to be dry in every sense.” The campaign, designed by WeRoad, aims to shift the focus from abstinence to adventure, urging people to embrace new experiences.
A Fresh Take on Dry January
Dry January began in the UK in 2013 as a public health initiative, promoting sobriety during the first month of the year. Since then, it has grown into a global phenomenon, attracting participants from countries as far afield as the United States and South Africa. Traditionally associated with restraint, the movement has inspired millions to reflect on their alcohol consumption.
WeRoad, however, saw an opportunity to broaden the concept. “Dry January is often seen as a time of giving something up,” explained Justyna Chlopecka, UK Marketing Manager at WeRoad. “We wanted to reframe it as a time for growth, exploration, and connection.”
From Restraint to Renewal
The campaign draws on water-themed visuals to evoke a sense of calm and renewal, reflecting the refreshing power of travel. WeRoad’s message is simple: January doesn’t have to be a month of deprivation. Instead, it can be a time for embracing the new—be it places, friendships, or personal stories.
WeRoad specialises in curated, small-group travel experiences that connect like-minded adventurers. With trips ranging from cultural city tours to rugged wilderness escapades, each itinerary is carefully planned and guided by a dedicated Travel Coordinator.
Encouraging New Adventures
WeRoad’s campaign is about more than just filling a void during January; it aims to inspire meaningful experiences. “Whether it’s meeting new people, exploring new destinations, or stepping outside your comfort zone, January can mark the beginning of something memorable,” said Chlopecka.
Since its founding in 2017, WeRoad has become one of Europe’s fastest-growing travel platforms, attracting over 100,000 travellers and building a strong community that frequently returns for more adventures.
Looking Forward
This year, WeRoad’s campaign offers a refreshing perspective on Dry January. Rather than focusing on what participants give up, the company highlights the potential for growth and discovery.
For those inspired by the message, January could be the perfect opportunity to swap routine for adventure. With WeRoad’s offerings, adventure is just a decision away.
As the month progresses, Manchester’s digital displays and the broader campaign remind us all: Dry January can be a time to embrace the new, turning a simple resolution into an unforgettable journey.