The "That Guy" campaign uses a peer-to-peer approach and humor to deliver serious messages about the effects of excessive drinking, specifically, the everyday negative consequences of excessive drinking, such as embarrassment, social disapproval,
or losing control.

Enlisting a popular icon of out-of-control behaviors-That Guy-the campaign tapped into an existing understanding of the negative consequences of certain behaviors, and tailored efforts to highlight those associated with excessive drinking and the campaign theme,
"Don't Be That Guy".