With growing numbers of Brits reassessing their relationship with alcohol - 81% considering taking part in Dry January in 2026 - the Relations Group delivered a UK-wide broadcast campaign to raise awareness of SENTIA and position the brand as a credible voice in the evolving no- and low-alcohol space. Timed around Dry January to maximise relevance, the campaign used newly commissioned research to spark national conversations around the UK’s changing drinking habits, from the financial motivations behind cutting back to wider cultural attitudes toward alcohol. By spotlighting the neuroscientist behind SENTIA and introducing audiences to a new kind of “alcohol-free alcohol,” we educated listeners on emerging industry trends while positioning SENTIA as a sophisticated option for those who still value ritual, flavour and social connection without the downsides of drinking. The campaign also reinforced the wider wellbeing benefits associated with moderating alcohol, such as improved sleep, clarity and balance, while creating a suite of broadcast assets and content that the client could repurpose across social media to extend engagement beyond Dry January and encourage longer-term behaviour change.