Have to agree with the above, all looks a bit gimmicky to me charities telling you what to do and when.
As you say, I'd rather sponsor marathons, sky diving, or whatever, something where people really have to put in an effort.
I don't drink so much these days, especially after a rough 2012 health wise, but when I want a drink, I'll blinking have one! Going to start a bit of red wine a few times a week actually, good for the health that and they say drinking in moderation is better for you than being t-total.