Real, unscripted video stories cut through the noise because they tap into something advertising can’t fake - genuine emotion. When people speak from the heart, it’s unrehearsed and refreshingly unpolished. Their vulnerability builds trust, and their stories feel relatable. It’s not just content - it’s connection. And that’s what drives people to care, remember, and act.

While Dry July is a household name, many Australians don’t realise it’s not just about giving up booze for a month - it’s about raising life-changing funds for people affected by cancer. That’s why this year’s campaign features real Dry July participants sharing stories about their loved ones impacted by cancer. These deeply personal accounts of courage, love, and connection focus on what matters most: the memories, the meaning, and the moments people never forget.