There's no doubt that the festive onslaught of Christmas and two New Years - and perhaps Valentine's Day, too, if you're part of a partying couple - takes a heavy toll on the body. For weeks, the sensible mantra "everything in moderation" is replaced with the guilt-free "eat, drink and be merry".
This very silly season often ends with pledges from overindulgers to embark on a detox and the Hong Kong Cancer Fund - which provides free services such as counselling, nursing consultation, dietetic and home care programmes and rehabilitation workshops to those affected by cancer - has the perfect cleansing plan.
The fund has launched The Soberman, a 30-day no-alcohol challenge that encourages participants to forgo booze from February 22 until March 22 to raise funds for charity.
"The Soberman is a campaign for a cause, and aims to encourage a healthier lifestyle," says Cancer Fund chief executive and founder Sally Lo. "Funds raised will go towards the free services and programmes that we offer to anyone affected by cancer."
And it's easy to join. Participants can sign up either by scanning the QR code on the posters and adverts promoting the campaign or through the fund's Facebook page, facebook.com/hongkongcancerfund or website, cancer-fund.org.
Organic health-food shop Nood is supporting the campaign by offering a discount on its juice cleanses to Soberman participants during the campaign. There are also prizes from sponsors to be won.
Those unable to go completely alcohol-free, either due to a special event or anniversary, can simply donate HK$100 as a "liquor levy".
Registrations close at midday on February 22.