July 2010, Issue 6
THAT GUY CAMPAIGN SHOWS IMPACT
Recently redesigned www.ThatGuy.com homepage
- Since the campaign's inception in 2006, the Web site has had more than 1 million site visits.
- Nearly 1.5 million That Guy materials have been distributed.
- More than 415 installations, ships and fleets have engaged in the campaign with a cadre of nearly 2,570 point of contacts who are helping to deploy the campaign in 42 states and 12 countries.
- The incidence of binge drinking among underage men (age 17-20) is down from 45 percent in 2005 to 39 percent in 2008 (Health Related Behaviors Survey). Installations that are implementing That Guy have a lower incidence of binge drinking than installations that do not have a That Guy presence. Differences are the most striking in the Army, where binge drinking rates dropped from 57 percent to 39 percent between 2005 and 2008.
GET INVOLVED IN THE CAMPAIGN
To make it easier for you to implement the campaign on your installation, we've updated our online POC resource center:
thatguy.com/resources. This special site is an online destination targeted at POCs responsible for rolling out the That Guy campaign at installations around the world.
The resource site provides information on the available FREE campaign materials, including a toolkit, marketing calendar, posters, collateral material and more. The site allows you to:
- Directly download or order materials to use in your activities to promote the campaign to the young target audience.
- Submit personal stories about how you are promoting That Guy with an opportunity to be featured in the new section, That Guy in Action, which includes success stories, ideas and photos showcasing how POCs are promoting the campaign locally.
We encourage you to share your That Guy anecdotes and look forward to including you on the website!
THAT GUY IS ON FACEBOOK
Let's face it, no one's really a "fan" of That Guy, but with the launch of a That Guy Facebook fan page at www.facebook.com/ThatGuy, created for the young enlisted ages 18-24, we are stressing the message that it's not cool to be That Guy! This audience is also encouraged to interact with the campaign by providing their ideas and thoughts. The fan page includes an interactive quiz to help people recognize the signs of being That Guy, funny videos, posters and cartoons. Since launching four months ago, there are over 9,000 fans and almost 25,000 page views.
We encourage you to visit the page and help us promote it by:
- Announcing the That Guy Facebook fan page to your installation's fan page through a status note on Facebook.
- Add the That Guy Facebook fan page as one of the "favorite pages" on your installation's fan page. By doing this, a prominent logo and link to That Guy's Facebook page will appear on your installation's Facebook fan page.
- If you are in touch with young junior enlisted personnel, consider sending them a note encouraging them to visit the That Guy Facebook fan page to "become a fan."
THAT GUY CHAMPIONS
Congratulations and sincerest thanks to our newest That Guy Champions who have been tirelessly promoting the campaign across the world.
Bryon McGainey, BOSS Coordinator at USAG Yongsan in Seoul, Korea: Put up That Guy posters on installation and used other promotional items at his BOSS events at other installations throughout South Korea.
Tony Saluzzo, Employee Assistance Program Coordinator, ASAP, at Fort Campbell: Distributed That Guy coasters to service members.
SSg Edmund Perez, BOSS Program Coordinator at Fort Sam Houston: Branded the BOSS Zone with That Guy materials by blowing up campaign posters, coasters and static clings and creating a window wrap.
Nicole Preston, MCCS-Semper Fit Health Promotion Director at Camp Pendleton: Created table tents using the That Guy cartoon artwork, as well as, "Evolution of That Guy" T-shirts.
Charlene Smith, ADCO at Fort Drum: Created towels and T-shirts using the That Guy coaster images and logo.
Tell us how you've implemented That Guy on your installation.
Have questions or comments about how to implement the campaign at your installation? Have a tip or best practice you'd like to share to help others introduce the campaign on their installation? Whatever it may be, we want to hear from you. Write to us at [email protected].
"The [reality series mini posters] were great. We had a lot of great responses. Some people thought it was gross, some thought they looked way too familiar. They were very real and that's what made the point."
— AZ1 Melody Colangeli, Drug and Alcohol Program Advisor, USS Boxer LHD-4
For more information e-mail [email protected] or visit www.ThatGuy.com/resources.
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