This research-driven campaign has helped the Defense Department change attitudes about binge drinking and reduce incidence rates among junior enlisted personnel across all service branches.
Focus-group research revealed a highly Web-savvy audience of 760,000 that wouldn't find resonance with facts, figures, traditional messages about staying healthy, or serious messages from the chain of command. Research also indicated no one wanted to associate with or be "That Guy" who loses control after drinking too much.
The team took a peer-to-peer, humorous approach focusing on short-term, negative consequences and social disapproval. Tactics include thatguy.com, a MySpace profile, special events, and ads. A video blog called "That Guy Busted" features target audience members talking about negative encounters with "That Guy."
Multiple departments at military installations were enlisted for the rollout. The team also launched a road show to conferences, commands, and larger installations with the highest populations of young enlisted personnel.
Metrics include 44% campaign awareness (double that of 2008) and an overall drop in binge drinking among junior enlisted men from 45% to 39%. Binge drinking was also lower (38%) among participating installations compared to non-participating installations (49%). Thatguy.com has thus far attracted 1 million-plus viewers.
"Highly creative campaign with strong results," lauded one judge.
Honorable Mention: Porter Novelli New York and San Diego County Regional Airport Authority: San Diego Intl. Airport Launches the Green Build
"Well executed and received," said one judge of this effort that kept nearly 20 million people informed and happy as San Diego International Airport underwent a $1 billion construction project. Local partnerships broadened and amplified messages about the improvements. Tactics included social media outreach and a speakers' bureau. The effort exceeded all goals at nearly $60,000 under budget ($443,453). Results included a 91% (Q1) customer satisfaction rating and 2.5 million media impressions. "Low budget, big success," said one judge.
The Award Open to government departments and public-sector agencies (federal, state, military, municipal, local, or public health authorities), this award recognizes effectiveness in communicating and addressing issues related to a single public-interest topic (e.g., health, crime, and defense).
Burson-Marsteller and Bureau of Engraving and Printing: The New $100 Note Global Public Education Program: Know Its Features. Know It's Real.
Fleishman-Hillard Washington, DC and Dept. of Defense/ TRICARE Management Activity: That Guy: Dept. of Defense Alcohol Abuse Prevention Education Campaign
GolinHarris Atlanta and Georgia Department of Economic Development: Step Aside California and New York. It's Georgia on Their Mind.
Porter Novelli New York and San Diego County Regional Airport Authority: San Diego International Airport Launches the Green Build
Widmeyer Communications and US Consumer Product Safety Commission: Pool Safely: Simple Steps Save Lives
Sponsor: Ogilvy Public Relations Worldwide is a global, integrated communications leader operating in more than 80 markets around the globe. In our 30th year, we blend proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results.