www.thatguy.com
FLEISHMAN-HILLARD
You’ve seen that guy. Maybe you’ve even been that guy once or twice. He’s the one making a fool of himself at the bar after having a few too many drinks. This universal experience—applied with a liberal dose of humor—makes the perfect concept for an awareness campaign about binge drinking. Rather than drown users in boring facts, this site lets them explore the embarrassing antics of that guy in an incredibly interactive environment. It’s an approach that strikes just the right tone for the target audience: 18- to 24-year-old military personnel.

As they developed this site for TRICARE Management Activity/ U.S. Department of Defense, the team at Fleishman-Hillard didn’t skimp on their homework. They compiled existing research on the subject and conducted focus groups with the site’s intended audience. In fact, the latter made it clear that these young people were swayed more by the potential social disapproval of binge drinking than the long-term health effects. They also responded to the idea of “taking control.” “These guys who are out there risking their lives don’t really want to be told what to do,” says art director John Wehmann. So the design team needed to come up with something more compelling than the average health site.

The “that guy” idea hit home with everyone working on the project, and its appeal became even more apparent when the firm shot video at real bars. “It was amazing how many people were willing to talk about having seen that guy or been that guy,” says senior vice president Jennifer Quermann. “Anyone can be that guy.” And that’s exactly the point. As users navigate the site and laugh at the antics of that guy, they also realize they might just as easily be the butt of the joke. It’s an important piece of awareness made possible through humor and entertainment. There are also plenty of health facts throughout the site, but they’re delivered in easily digestible bites.

This immersive experience starts on the site’s home page, where you find yourself in an illustrated street scene that’s as inviting to explore as any video game. From there, you can tally a virtual bar tab to see how much those nights at the club lighten your wallet, or watch that guy crash and burn as he tries out cheesy pick-up lines on attractive women. There are also talking action figures that make eight different types of that guy come alive, and a detailed look at the stages in that guy’s evolution. It’s a fun and unexpected way to deliver a sobering message.
Michelle Taute