That Guy Alcohol Abuse Prevention Education Campaign

Purpose and Goals Clinical Focus Program Evaluation/Outcomesa Target Populationb EBPsc
  • That Guy is a multiThat Guy is a multimedia campaign designed to reduce binge drinking among military enlisted personnel ages 18–24.
  • The campaign includes online and offline advertising and promotions, viral marketing, a website,, public service announcements, and branded collateral materials.
  • Prevention
  • Number of joining social network sites
  • Change in drinking behavior where implemented
  • Overall awareness of campaign
  • Change in drinking attitudes
  • Active Duty
  • N/A

aThe table on this program in the Navy section of Appendix C of the Comprehensive Plan lists the following under “Program Evaluation/Outcomes”: “Total number of visits per month to website per Service, Average number of minutes per visit spent on website per Service, Total number of public service announcements per Service, and Number of promotional items distributed.”

bThe table on this program in the Navy section identifies Reserves as an additional target population.

cThe table on this program in the Navy section lists “CSAP [Center for Substance Abuse Prevention] prevention strategies” under EBPs.

The That Guy campaign uses on- and offline public service announcements, a website with animated risk scenarios and modeling of prevention techniques, and prevention marketing. Because of its accessibility by Internet, the campaign can reach National Guard and Reserve members, although its primary focus is on ADSMs. In a typical animated scenario, a service member is shown exhibiting socially inappropriate behavior after drinking. The scenario is designed to show negative consequences of binge drinking, including negative reactions from military peers. Alternative scenarios with positive decision making and outcomes also are depicted. This campaign is most developmentally appropriate for younger ADSMs. The overall aims are to increase awareness about the hazards of excessive drinking and shift attitudes toward this behavior. This represents a change from the precontemplation to the contemplation stage of substance use behavior according to Prochastka and Velicer’s (1997) transtheoretical stage of change model.

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