Sheppard launches That Guy campaign

  • Published
  • By Tech. Sgt. Vernon Cunningham
  • 82nd Training Wing Public Affairs
SHEPPARD AIR FORCE BASE, Texas --  The angry guy, the party guy, the drama queen or the risky guy...the many faces of the binge drinker are back on display as That Guy, a Department of Defense's campaign for over-drinking awareness, begins again at Sheppard Aug 2.

Staff Sgt. Orson Ricks, installation That Guy coordinator, said the focus of the campaign is to deglamorize irresponsible drinking.

"Everybody has heard that irresponsible drinking is not healthy," Sergeant Ricks said. "They have heard that parents and leadership don't want you to do it because it could be dangerous. This campaign focuses more on the social aspect of binge drinking. It shows how the other people that you are with don't like it when you go overboard. Friends don't like it when you go too far."

The That Guy campaign uses a combination of humor, realistic imagery and drinking facts to raise awareness of the impact of drinking too much during a social event or outing. The campaign is targeted to the occasional binge drinker and is not geared for those who need treatment.

Sergeant Ricks said most people who go out to have a good time know how to drink responsibly.

"Most people know when to stop," he said. "But, that guy is the one who doesn't know when to quit. Also, that guy is not always a guy. It can be a girl."

The campaign identifies several different personalities which typically manifest from a binge drinking session. Some of the personalities include:

- The angry guy: has a major attitude and can take offense to anything said to him or her; usually gets kicked out of clubs, beat up or running for their life.
- The party guy: too loud and very annoying.
- The drama queen: obsessive, jealous and cries a lot; tends to say mean things to people.
- The risky guy: looking for attention at any cost; tends to push the limits.

During a health related survey conducted by That Guy marketing program managers from 2006 to 2008, armed forces installations have shown a correlation between That Guy awareness and a decline in reported binge drinking.

According to the 2008 survey, when looking at the combined rate of binge drinking among Army, Air Force and Navy target audience of 17 to 24 years old, E-1 through E-3, the binge drinking rate was 38 percent among all That-Guy-campaigned installations versus 49 percent for all control installations.

That Guy campaign provides posters, playing cards, cartoon comics and several other customizable products to help installations raise awareness of the unacceptable behaviors that result from binge drinking.

"We are trying to get the word out so that when people are saying 'oh, there is that guy,' it has a negative connotation," said Sergeant Ricks. "We want to make sure that nobody wants to be That Guy."

For more information or to participate in interactive activities, visit www.thatguy.com.