If people in this country need an incentive to see there's life without drink - and a whole month might be a life changer for these people - then what's the harm?
I'm surprised nobody's mentioned Movember yet! Sponsoring a man to electively suspend shaving of his upper lip! What next? He'll only shave it off when the month's over... Etc.
I'm doing an unofficial and un sponsored dryathlon this January, just because I want to. Might give a few pints' worth of quids to a worthy cause when I'm done. And see if I can bear existence without those few pints. I'll be over compensating in riding and running time, so shouldn't be too tough, but if I didn't have these interests I'd be twiddling my thumbs.