Temporary sobriety initiatives as public pedagogy: Windows of opportunity for embodied learning

Philanthropic temporary sobriety initiatives such as Dry July, FebFast and Ocsober have become increasingly popular in Australia and have begun to spread to other locations both for their fundraising potential and as a grassroots public health measure to promote more responsible attitudes to alcohol consumption. This article presents findings from a series of in-depth, post-campaign interviews with FebFast 2014 participants and staff about how these campaigns can be understood as a form of public pedagogy or non-traditional learning that purposefully cultivates and suggests health-promoting meanings for embodied experience. It explicates the mechanisms of public pedagogies that rely on embodiment and, importantly, considers the learner's perspective on the pedagogical process. Temporary sobriety initiatives are found to operate thanks to (1) a structure that prescribes and facilitates short-term changes and enforces compliance with a social contract of philanthropy and (2) messaging that guides participants in their evaluation and assessment of their experience of temporary sobriety as physically and psychologically beneficial, as well as socially informative and impactful.