U.S. Department of Defense

Produced as a way to educate military personnel on responsible alcohol use and reduce binge drinking behaviors, "That Guy" was an award-winning multimedia public awareness campaign for the U.S. Department of Defense that used humor and behavior change marketing theory to do just that.  A key aspect of the campaign was the website with a goal to translate the fun, interactive experiences that were vital to the campaign's long-running success into a fully responsive site that could engage, entertain and educate the intended audience.

Responsible for two top-level pages that were key to achieving the primary goals of education and behavior change, I conducted my own research to add facts that would not only be educational, but also lend themselves to compelling visuals. 

Agency

FleishmanHillard

Client

U.S. Department of Defense

My Role

Web Design
Content Research
Copywriting

Additional Team

Marc Dionne, Creative Direction
Peter Quinn, Creative Direction
Cody Radcliff, Art Direction
Allison Casey, Art Direction