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Looking for a way to address the consequences of excessive drinking on your installation? Consider implementing That Guy, a campaign developed by the Department of Defense to reduce binge drinking among junior enlisted personnel across all branches of service. The campaign has adopted a fresh approach to an old problem, using humor to exemplify social disapproval of That Guy − anyone who has a few too many with embarrassing consequences.

Don’t know how to get started? Check out the introductory materials featured on this page. If you plan to produce your own materials, download the style guide below to learn about guidelines for production.

Marketing Plan

Marketing Plan

 This easy-to-follow 12-Month Installation Marketing Plan will help you successfully and effectively implement the That Guy campaign at your installation by ensuring maximum awareness. The plan includes a detailed monthly implementation strategy and recommends specific That Guy marketing materials (available for order on this website) for use each month to reach junior service members where they live, work, and play!

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12-Month Installation Marketing Plan
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Marketing Plan
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Marketing Plan
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Social Media Calendar

Social Media Calendar

The 12-Month Social Media Content Calendar is an easy-to-follow guide that provides you with monthly That Guy creative content and suggested copy to post to your installation’s social channels. Full-resolution versions of all recommended images within the calendar are also included in this download.  

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12-Month Social Content Calendar
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Social Media Calendar
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Social Media Calendar
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Social Media Calendar
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Intro to That Guy Video

Intro to That Guy Video

Learn more about the That Guy campaign – the problem, the approach, the multimedia tools and results – through this NEW “Introduction to That Guy” video. Watch it here!

POC Tutorial Video

POC Tutorial Video

 In this NEW how-to video, the That Guy team shows you the best approach for implementing the campaign and some “Do’s and Don’ts” to remember – all inspired from the research conducted with the junior enlisted. Watch the video here!

Digital Marketing Guide

Digital Marketing Guide

The Digital Marketing Guide explains the many ways you can promote That Guy through your installation’s digital channels. 

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Digital Marketing Guide

Checklist

Checklist

Want to learn how to get the That Guy campaign started at your installation and keep it going?  To create the most impact, download and follow our easy, step-by-step guide and checklist.

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Logos

Logos

View the logo and download it to create custom print materials such as gym towels, signs and more. Choose the logo that best suits your needs.

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LogosLogos

Campaign Do's & Dont's

Campaign Do's & Dont's

The campaign involves a unique and solidly researched approach for reaching the target audience. Use these “do’s” and avoid the “don’ts” as best way to implement the campaign.

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Style Guide

Style Guide

When you want to produce your own material, follow this guide that includes all requirements to help ensure you're using fonts and colors that will best enhance the brand.

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<i>That Guy Style Guide<i/>Style GuideStyle Guide

Tool Kit

Tool Kit

The Tool Kit provides an overview of the campaign theme, FAQs and easy to implement recommendations for bringing That Guy to your installation.

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That Guy Tool KitTool Kit