ALCOAST 283/17 - SEP 2017 SUBSTANCE ABUSE PREVENTION: THAT GUY CAMPAIGN

R 260930 SEP 17
FM COMDT COGARD WASHINGTON DC//CG-11//
TO ALCOAST
UNCLAS //N06200//
ALCOAST 283/17
COMDTNOTE 6200
SUBJ:  SUBSTANCE ABUSE PREVENTION: THAT GUY CAMPAIGN
1. One of the tools available to address the consequences of excessive drinking on your
installation is the “That Guy” campaign developed by the Department of Defense in 2005.
The “That Guy” (and companion “That Girl” campaign) is designed to reduce binge drinking
among junior enlisted personnel across all branches of service. The campaign has adopted
an edgy approach using humor to exemplify social disapproval of “That Guy;” depicted as
anyone who has a few too many drinks that result in embarrassing consequences. Commands
that elect to use the campaign must use their mature and reasoned judgment to select
images that reflect gender, racial, and/or ethnic balance.
2. The Coast Guard has made the program available to its Command Drug and Alcohol
Representatives (CDAR) as a part of its universal prevention tools to eliminate high risk
drinking in the service. Each command is encouraged to have their CDAR provide the Command
a briefing on “That Guy” to determine the campaign’s suitability for that respective unit.
A complete list of resources, marketing plan, social media calendar, digital marketing guide,
POC Tutorial Video, Logos, Posters and most importantly Campaign Do’s and Don’ts are found
on the following website: http://resources.thatguy.com/.
3. Each CDAR must obtain permission from their Command to use the campaign before proceeding.
Substance Abuse Prevention Specialists (SAPS) are available to provide guidance and assistance
in the effective use of the campaign. A list of SAPS and their contact information may be
found on the SAPS portal page:
https://cg.portal.uscg.mil/units/hswlsc/work-life_division/SitePages/
SubstanceAbusePreventionProgram.aspx.
4. The “That Guy” campaign has been reviewed by the Civil Rights Directorate to ensure that
the campaign’s posters, images and products illustrate inclusiveness across many different
variables (e.g. race, gender, and ethnicities). A Command level review and approval process
is recommended for the selection of materials to be used in local campaigns. Commands are
directed to select images that address diversity, appropriateness of the content and the
location and manner of such displays. The materials selected for display should consider
race, ethnicity, and gender of the individuals portrayed in the materials. A collaborative
review of materials by a unit workgroup, such as Chief's Mess, Leadership and Diversity
Advisory Council or unit campaign committee, could provide unit leadership with recommendations
to address such diversity, appropriateness of the content, and the location and manner of such
displays.
5. The campaign could be helpful in supporting a unit's effort to reduce binge drinking by
showing the negative social consequences of binge drinking and emphasizing social disapproval.
While “That Guy” uses a humorous approach to address a serious problem, the negative
consequences of binge drinking are not a joke.
6. RADM Erica G. Schwartz, Director of Health, Safety, and Work-Life, sends. 
7. Internet release is authorized.