Pregnant UK women had received conflicting advice about the risks of drinking alcohol during pregnancy. This case describes a digital programme in Greater Manchester localities to promote advice to go alcohol free throughout pregnancy. The strategy used audience segmentation and application of behavioural thinking and techniques from effective behaviour ‘movements’ such as Stoptober. The #DRYMESTER initiative incorporated social influencers, digital display, paid for search and remarketing. The programme generated media coverage, and changes in awareness and behaviour followed, as well as endorsement by government and health bodies.