pls answer all three questions

PR CASEBOOK "Don't Be That Guy" Campaign Fights Binge Drinking IMAGINE YOUR GOAL is to address binge drinking among enlisted U.S. servicemen, ages 18 to 24. How do you reach such a public with a topic they probably don't want to hear about? The U.S. Department of Defense teamed up with Fleishman-Hillard to develop the "That Guy" campaign, described on thatguy.com as "a multimedia campaign that uses online and of- fline communication with the goal of reducing excessive drinking among young servicemen." The campaign uses humor and provides viral tools to deliver a serious message. the message and driving people to the website. Before launching the campaign globally, the Department of Defense pilot tested it on four bases. To raise awareness and drive people to the website, it ran newspaper ads in military instal- lations and in community newspapers, used "That Guy tray liners in military food courts, and video and radio public sery- ice announcements (PSAs) were broadcast on military media and in communities with high military presence. The campaign was honored for best use of research/meas- urement by PRWeek. "That Guy" was developed following a formative research phase. Benchmark surveys were used to evaluate success of the campaign; they identified 44 per- cent awareness of the campaign and a drop in binge drink ing among the target public from 45 percent who binge to 39 percent. Evaluation measures also showed that there was 38 percent binge drinking on bases participating in the program compared to 49 percent binging on nonparticipating bases. More than 1 million viewers visited thatguy.com. The website includes an interactive comedy club where the visitor can drag a microphone from patron to patron for a series of "You might be That Guy it..." one-liners. A "Facts" page offers drinking facts, links to alcohol treatment pro- grams, and what to do if your friend is That Guy. According to PRWeek, "The 'Don't Be That Guy' message was delivered to reach the audience where they live, work, and play, with a multimedia-enabled website, campaign materials, and targeted offline online advertising delivering How was the target public driven to the campaign website to increase audience awareness? 2 What audience action was the desired end of the campaign? 13 How was measurement used to evaluate the success of the "That Guy" campaign? MIRIM