Executive Force Preservation Board That Guy - Alcohol Abuse Prevention Education Campaign Increasing Awareness. Shifting Attitudes. Reducing Binge Drinking.

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Presentation transcript:

Executive Force Preservation Board That Guy - Alcohol Abuse Prevention Education Campaign Increasing Awareness. Shifting Attitudes. Reducing Binge Drinking.

Executive Force Preservation Board That Guy: Campaign Overview The Problem – Binge Drinking −DoD binge drinking rate was 56% in 2005 (all active duty personnel aged 18-25) −Marine Corps binge drinking rate remains the highest at 67% (2009) Source: DoD Survey of Health Related Behavior The Solution – That Guy −A multimedia, research-based, behavior change campaign aimed at reducing binge drinking. −DoD TRICARE-sponsored and funded −

Executive Force Preservation Board That Guy: Campaign Overview Target Audience −E1-E4, enlisted active duty males, ages 18-25, in all services −Occasional binge drinker; not the heavy drinker in need of treatment Binge drinking rates lower at installations actively implementing That Guy –36% at active versus 56% at inactive (Army) –35% at active versus 45% at inactive (Air Force) –45% at active versus 49% at inactive (Navy) –Marine Corps sample size too small to be included

Executive Force Preservation Board That Guy: Strategic Approach Peer social disapproval, short-term negative consequences of binge drinking and becoming That Guy –Viral, humorous, peer-to-peer approach…while approach is humorous, message is no joke –Reach Marines & Sailors where they live, work, and play –Use no-cost printed materials, social media, & community advertising Avoid a military look or feel (no uniforms, co-branding with military logos or top-down messages from leadership) No news articles or command interviews −Avoid dramatizing the problem of binge drinking −Avoid over-emphasizing origins of campaign as it damages campaign’s credibility with the target audience −Stealth Approach

Executive Force Preservation Board Decision on Implementation The Marine Corps had no synchronized approach to using That Guy program to deter Binge Drinking. GENADMIN CMC Washington DC SD DTG: Z Jul 11, “That Guy Alcohol Abuse Awareness Prevention and Education Campaign” That Guy, a synchronized approach [CMC (PA), CMC (SD), DC M&RA (MF & MR), TRICARE] to solving the alcohol problem. That Guy Campaign POC Checklist: A Step-by-Step Guide. −Table of “Do’s and Don’ts” by Functional Area (Safety, PA, MF, etc) −How to get started −Top 10 effective locations to display campaign materials Recommendation: all installations execute That Guy.

Executive Force Preservation Board Questions