Supporting the Launch of Sober Rebel Society

We’re proud to be supporting the PR and communications around the launch of Sober Rebel Society, a new non-profit organisation founded by Nicky Wake to provide free peer support, sober-friendly spaces and community connection for people choosing to cut down, stop drinking or explore life without alcohol.

The organisation launched in January, a month when national attention turns to drinking habits and Dry January dominates the conversation. But Sober Rebel Society was never designed as a one-month initiative. It exists for the weeks and months that follow, when motivation dips, social pressure returns and many people feel isolated navigating sobriety on their own.

Coverage built quickly across Greater Manchester and the North West. A major feature in Manchester Evening News placed Sober Rebel Society prominently on its homepage, delivering significant regional visibility and strong signposting to the non-profit. That momentum continued with substantial reach via LancsLive, North West Bylines, Bury Times, Rossendale Free Press, Runcorn & Widnes World, Manchester TV and the Oldham Times.

The story then extended nationally through syndication on Yahoo! News UK and InYourArea, significantly amplifying digital reach. Broadcast coverage on BBC Radio Manchester brought the conversation directly to listeners, while The Charity Champions Podcast allowed for deeper exploration of the organisation’s mission.

Further national features with The Guardian and The Women’s Journal are forthcoming, ensuring the January launch continues to generate visibility well beyond its initial moment.

Nicky Wake

At the centre of the coverage is lived experience. Nicky has spoken openly about high-functioning addiction, drinking in secret while running a business and raising her son, and how alcohol escalated following her husband Andy’s tragic passing in 2020. After reaching crisis point in November 2024 and completing medical detox and rehab, she is now 15 months sober. Sober Rebel Society was created because she couldn’t find a space that felt real, human and free from judgement when she needed it most.

The organisation offers a moderated online forum, peer-led meetings and alcohol-free social events designed to reduce isolation and make sober connection visible. It is built to translate awareness into real community, both online and in person, and to provide ongoing support well beyond a single campaign month.

Sober Rebel Society also launches on the back of sustained PR secured over the past year across Nicky’s wider businesses and non-profits. That groundwork has ensured this new non-profit entered the media landscape with immediate credibility and momentum.

Launching a mission-driven organisation requires clarity, consistency and authority from the outset. We’re proud to be supporting Sober Rebel Society at the start of what is clearly a long-term movement, one that extends well beyond Dry January.