“That Guy” Campaign Recognized for Superior Achievement
May 22, 2008
FALLS CHURCH, Va.– Accolades and awards continue to roll in for “That Guy” as it recently won the top SABRE, Superior Achievement in Branding and Reputation, award for a government agency. “That Guy” is an education campaign initiated by the Department of Defense and TRICARE Management Activity to promote responsible alcohol consumption.
The SABRE awards, administered by The Holmes Group, are bestowed annually and are among the most coveted and respected awards in the public relations industry. The SABRE awards competition received more than 1,800 entries.
“That Guy” is a Department of Defense-funded, multi-faceted campaign to increase awareness of the problems associated with binge drinking. The counter-marketing effort uses www.thatguy.com as the key communication tool and has recently expanded its advertising with billboards, newspapers, television and radio ads. The campaign is a key element in TRICARE’s Healthy Choices program.