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 (www.ThatGuy.com), 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.