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Christmas festivities may not yet have reached their apex, but Cancer Research UK is already challenging drinkers to give up booze for charity.

Karmarama created the campaign for Cancer Research UK’s Dyathlon fundraiser, in which people seek sponsorship in return for abstaining from alcohol for the month of January. The campaign includes TV, radio and social media executions. The animated TV spot features a song (a bit like Metro Trains' "dumb ways to die") that encourages people to have a good time in January, and pick up any number of new vices, as long as they stay sober. This is Karmarama's first work for the charity since being appointed to its roster earlier in the year.