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  1. Problem Binge drinking rate in 2005 was 56% in 18-25 year-old active duty personnel (an increase from 53.8% in the 2002 survey) Source: DoD Survey of Health Related Behavior Survey

  2. Objectives • Change attitudes • Raise personal awareness of the negative consequences of excessive drinking • Change behavior • Reduce binge drinking among active duty junior military personnel • Gain partner support • Motivateinstallations and communities to adopt campaign

  3. Preliminary Research • DoD research and surveys • Audit and analysis of existing alcohol abuse prevention programs/campaigns in the military • Literature and scientific study review

  4. Focus Group Key Findings • Conducted testing at four installations in May 2006 (Nellis AFB, NV; San Diego NAS, CA; Camp Lejeune, NC; Fort Bragg, NC) • Target audience feedback: • Cannot make it an abstinence campaign • Culture endorses, reinforces partying/drinking • Partying is not binge drinking • Disagree with, laugh at definition (5+ drinks/same occasion) • Campaign should avoid text book definition • Feel stress, frustration, boredom with work/being on installation • Not concerned about long-term consequences of excessive drinking: effects on career, health, etc. • Alcohol facts and health messages are less meaningful to this target audience

  5. Focus Group Key Findings • Short-term and social consequences—loss of control, embarrassment among peers—more likely to resonate • Humor attracts, resonates strongly • Interactive interventions (Web, games, etc.) are effective with this age group • Most receptive to peer-to-peer message delivery (top down chain of command communications not as effective) • Military look or feel not popular with this audience

  6. Preferred Theme • “Control” • Those that emphasize having control over one’s drinking: • Translation = having more control over one’s situation • Important because they have little control at present

  7. Strategies • Use humor to draw in target audience and themes that resonate with their desire for control • Employ non-traditional, innovative approach • Surround audience with messages • Multiple approaches • Multiple channels of communications • Multiple locations • Expand campaign through peer-to-peer influences; not top-down, chain-of-command channels • Increase social disapproval of excessive and irresponsible drinking • Use Stages of Change social marketing theory

  8. Social Marketing Theory • Transtheoretical Model of Health Behavior aka Stages of Change (Prochaska & DiClemente) • Interventions tailored to move target audience through stages of change: • Pre-contemplation—Increase awareness, knowledge & personal relevancy • Contemplation & preparation—Demonstrate benefits new behavior and/or consequences of undesirable behavior • Action— • For individuals: provide skills, bolster self-efficacy, increase social pressure • For community: challenge & change social norms • Maintenance & relapse—provide reinforcement for sustained behavior change

  9. Who is That Guy? • We’ve all seen That Guy • That Guy starts the night as a normal guy • After “one too many” he begins to lose control • Grabby • Spills drinks • Slurs words • Becomes embarrassed • That Guy is at the mercy of those around him • It’s not hard to become That Guy • You could be That Guy, too

  10. Pilot Market Testing • December 2006: Pensacola NAS, Fort Bragg, Pope Air Force Base, Camp Lejeune • Tactics: • Launched Web site: • Created branded promotional materials • Bought installation and community advertising • Ran 30 second video PSA at installation movie theaters • Partnered with radio stations for air time and remote events • Ran Web banners on online advertising networks • Created MySpace profile at • Conducted focus groups at pilot installations • Confirmed messaging and communication vehicles resonated with target audience • Gained POC feedback about best practices

  11. Campaign Rollout • Rolled out campaign to installation POCs • Created Tool Kit, online resource center, e-mail newsletter for POCs • Visited installations and attended conferences to sell in campaign and help implement • Expanded Web site • Created additional materials • Playing cards • Large and small posters • Cartoons • Key chains • New radio and video PSAs

  12. That Guy Cartoons

  13. Evaluation and Measurement • Triennial DoD Health Related Behaviors Survey • Annual DoD Status of Forces Survey • 2008 Focus group results • Web site survey • Web site traffic and page views • PSA distribution • Advertising metrics • Giveaway distribution • Number of installations and partners involved • Anecdotal feedback

  14. 2008 Health Related Behaviors Survey Results • Among 17 to 24, E1-E3 binge drinking dropped from 51% in 2005 to only 46% in 2008 (four branches – not Coast Guard) • Binge drinking decreased among junior-enlisted men, 17 – 20 (underage) • 39% versus 45% in 2005 (all branches)

  15. 2008 Health Related Behaviors Survey Results • Compared installations withversuswithout significant campaign engagement • Binge drinking rates lower at installationsactively implementing That Guy • 36% at active versus 56% at inactive (Army) • 35% at active versus 45% at inactive (Air Force) • 45% at active versus 49% at inactive (Navy) • Marine Corps sample size too small to be included • Overall, when looking at the combined rate of binge drinking among Army, Air Force, and Navy (target audience 17 to 24 year olds, E1-E3), the binge drinking rate is: 38% among all treated installations versus 49% for all control

  16. Source: Status of Forces Survey. Defense Manpower Data Center (DMDC), responses from junior-level service members pay grades E1 to E4; August 2006 (n=1,894), 2007 (n=1,831), and 2008 (n=2,031)

  17. (% Strongly Agree) * Statistically significant difference at 95% confidence level Source: Status of Forces Survey. Defense Manpower Data Center (DMDC), responses from junior-level service members pay grades E1 to E4; August 2006 (n=1,894), 2007 (n=1,831), and 2008 (n=2,031); NOTE: Percentages calculated on base of those who answered each question.

  18. Behavior Change • Between 2007 and 2008, binge drinking behaviors among E1s to E4s in the Army who are 21 to 24 years of age dropped (43% in 2008 compared to 50% in 2007 and 46% in 2006) • The proportion of service members across all services combined (21 to 24 years of age) participating in binge drinking in the past 30 days remained stable during this time period (54% in 2008 compared to 55% in 2007 and 55% in 2006).

  19. 2008 Focus Group Results • October/November focus group results • Awareness increased (2007 vs. 2008) from 58% to 80% • Posters, online (ads and Web site), billboards most frequently recalled showing surround sound strategy is working • Messaging effective in causing some to think about drinking less (44%) • Target audience finds humor appealing • Still want to hear about consequences that are real to them • Stress finances, sexual relations, property damage

  20. Web Site Survey Feedback Web site survey for military-only to opt in About two-fifths believe that the site will likely get service members to think twice about their actions so they don’t become That Guy Word-of-mouth from friends, the Internet (ads, Web site) and posters are ways service members are learning about That Guy Primarily visit for entertainment value and recommendation from a friend showing viral nature of campaign is working

  21. That Guy Remains Viral • Web site continues to engage • 950,000 sessions; nearly 3.9 million page views • Six minutes average time on site • 1,329,966 branded items being used by all Services • Engaged installations around the world • 42 states and 11 different countries, including the United States, Japan, Germany, Italy, Spain, Turkey, Singapore, Cuba, Guam, South Korea and Iraq • Video & radio PSAs broadcast around the world pro bono through AFRTS, AAFES, and community stations • Extensive reach via off- and online advertisements

  22. Campaign “Best Practices” Great Lakes Naval Station, Illinois (Gurnee Mills mall) Yokosuka Naval, Japan

  23. Campaign “Best Practices” Eielson AFB, Alaska

  24. Fort Riley, Kansas

  25. Service members with That Guy Playing Cards

  26. 2010 Campaign

  27. Adding Dimension • New promotional materials • New video blog ( • Facebook fan page ( • Online marketing • You Tube channel • E-Newsletter • Web site cartoons and videos • POC resource section ( • Enhanced Web site

  28. Video :30 PSAs Five in “Tommy the Tequila Worm” series and seven in “Street Interview” series One PSA in 35mm/surround-sound film for movie theaters before R-rated movies Use on command channels, at events, bowling alleys Radio :30 PSAs Eight “answering machine” series spots for use at events, AAFES, local radio stations New Promotional Materials


  30. Video Blog


  32. Facebook Fan Page

  33. Facebook Fan Page

  34. Online Marketing • Facebook advertising on military network • Installations tie-in and promote That Guy Facebook Fan Page • Google geo-targeted ad campaign • Include banner ads on installation Web sites

  35. That Guy on YouTube

  36. E-Newsletter

  37. Web site – Cartoons

  38. Web site – Videos


  40. New POC Resource Section

  41. Enhanced

  42. Getting Involved • Distribute and place materials where young enlisted audience will discover them on their own • Place posters in the barracks and other high traffic locations, coasters in bars • Pass out giveaways at events • Place banners at gates and use at events • Link to That Guy Facebook Fan Page • Distribute materials in community establishments