That Guy Web site created for the U.S Department of Defense. “A 2005 Department of Defense (DoD) survey revealed high rate (44 percent) of binge drinking among junior enlisted personnel,” said Marc Dionne. “In response, the DoD/TRICARE Management Activity retained Fleishman-Hillard to create and implement a social marketing campaign to raise awareness of the consequences of excessive drinking. Grounded in research, the That Guy campaign leverages advertising, viral marketing, a Web site (www.ThatGuy.com), public service announcements, and promotional materials to deliver a cautionary tale about excessive drinking—Don't Be That Guy! In its first year, nearly 150 installations were engaged, increasing awareness of the negative effects of binge drinking. According to the annual Department of Defense's status of forces survey, overall awareness of That Guy increased among all branches of service between August 2006 and August 2007, rising fivefold to fourteen percent. The survey also showed that attitudes toward excessive drinking are beginning shift in a positive direction.” www.thatguy.com