The influence of individual characteristics and social factors on not drinking alcohol during ‘Dry January’: results from a prospective study

BACKGROUND: Many one-month alcohol-free challenges (AFCs) have been established to encourage and support lower alcohol intake. Completion of AFCs is known to be influenced by characteristics of individuals. This study explored the relative importance of individual characteristics compared to use of support provided by the AFC, and social factors including interactions with drinkers. METHODS: We conducted a prospective study with a one-month follow-up. The link to the online survey was sent to people who registered for 'the Dry January® challenge'. Baseline data were provided by 634 adults, of whom 410 (65%) completed the follow-up. The follow-up questionnaire assessed completion and collected qualitative data on suggested improvements to support for participants. RESULTS: In multivariate analysis, completing the AFC was predicted by: greater drink refusal self-efficacy; planning to stop drinking after the AFC; not living with other drinkers; and doing the AFC with others. In qualitative analysis, many suggestions for improving support for participants focused on the social impacts of AFC participation. DISCUSSION: A novel contribution made by this study was identifying the importance of the social contexts in which individuals undertake AFCs. Organisers of AFCs should be aware of the influence of both individual and social factors, and tailor support accordingly.