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Department of Defense/TRICARE

That Guy


Funded by the Department of Defense (DoD)/TRICARE, the multiyear That Guy campaign demonstrably reduced binge drinking among junior enlisted military personnel where the campaign had been implemented versus where it had not.

Solidly based in research and founded on behavior change marketing theory, this integrated marketing campaign utilized a humor-based, peer-to-peer approach focusing on social disapproval. The campaign featured an award-winning website, mobile site, mobile game app and social media channels, including Facebook and YouTube; military-targeted broadcast media; online and traditional advertising; a full suite of promotional materials; and a variety of special events.

The campaign was adopted at more than 800 U.S. military locations in 23 countries across all branches of service, including installations, aircraft carriers, ships and submarines.