Don't Be That Guy Alcohol Reduction Education Campaign

Publication Date: 2008

Source: SO16 Silver Anvil Award of Excellence
Product Code: 6BE-0813C03
Organization/Author/Firm: Department of Defense, / TRICARE Management Activities,   Fleishman-Hillard International Communications
Industry: Government - Public Affairs / Military
Specialization(s): Internal Communications / Public Affairs - Government Relations
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2008 Silver Anvil of Excellence Winner – Internal Communications – Association / Government / Nonprofit Organizations

A 2005 Department of Defense (DoD) survey revealed an alarming rate (44 percent) of binge drinking among junior enlisted personnel. In response, the DoD/TRICARE Management Activity retained Fleishman-Hillard to create and implement a turnkey program to raise awareness of the consequences of excessive drinking.

Grounded in research, the That Guy campaign leverages advertising, viral marketing, a Web site (, public service announcements, and promotional materials to deliver a cautionary tale about excessive drinking – Don’t Be That Guy! In its first year, nearly 150 installations were engaged, increasing awareness of the campaign and the negative effects of excessive alcohol consumption.