Dont Be That Guy
By Airman Nigel R. Sims, 460th Space Wing Public Affairs
/ Published July 11, 2011
BUCKLEY AIR FORCE BASE, Colo. -- Junior enlisted service members along with other members of Team Buckley have decided to embrace a new program here, referred to as the "Don't Be That Guy" program.
"That Guy" is a campaign conducted through extensive research, including many different focus group discussions with junior enlisted service members across all branches of the Armed Services. A common theme emerged during the sessions explaining how nobody wants to neither be nor associate with "That Guy". "That Guy" is the person, who after drinking excessive amounts of alcohol, loses control with humiliating results. The research further suggested that an audience doesn't respond well to abstinence campaigns or programs with the look and feel of military recruiting material.
The "That Guy campaign is based on social marketing theory about behavior change and aims to raise awareness and ultimately change drinking behavior among the target audience.
This program has already been implemented at 196 installations in 40 states and now here on Buckley.
"I feel the importance of this program goes along with the African Proverb "If there's no enemy within, the enemy on the outside cannot hurt us," said Airman 1st Class Waddell S. Howard, Operations Group Specialist. "We all are a family, the Air Force is a family, and we are all family here at Buckley. Everyone working together such as Airmen and Supervisors can collectively move forward from this problem by taking advantage of this program and what it has to offer.
"I feel this program will benefit Team Buckley because it's more of a today's voice," said Airman 1st Class Kaitlyn McClaskey, Knowledge Operations Manager. Using every resource effectively that this program has to offer will help make a change in some of our service members mentality when it comes to drinking. No one wants to be "That Guy", simple as that.
"This program is operated for Airmen by Airmen to help our peers to become more aware and to minimize the incidents on the base," said Airman Howard.
This program uses effective campaign tactics and messages to reach service members at installations around the world.
"With the help of each other, we can overcome any adversity sat in front of us," said Airman McClaskey. "Think about your actions before you do them because it affects more than just you."