Own Your Limits

Department of Defense responsible drinking campaign launched in 2019 to replace That Guy, built on service member feedback and aimed at active-duty members 18-24, covering drinking responsibly, drinking to cope and the consequences of excessive use. Runs alongside DoD's YouCanQuit2 (tobacco) and Too Much to Lose (drugs) campaigns.

Years: 2019–now
Country: United States
Topic: Alcohol
Asks people to: Stop
Strategy: Self efficacy Social norms
Channel: Print Social (organic)Website
Audience: Young adults
Active-duty service members 18-24.

Evidence

NoneUnknown

Sponsor (who paid)

U.S. Department of Defense (Defense Health Agency) Federal government, funder

Credits (who made it)

Booz Allen Hamilton Strategy, 2019- source

Related campaigns

That Guy 2006–2019
Too Much to Lose 2020–now

Sources

Own Your Limits presentation, NPHIC 2023 (Booz Allen) reference · 2023
DOD substance use education campaigns offer resources, support to service members (Army.mil) sponsor
Navy drug and alcohol deterrence campaigns page sponsor

Research notes

Credits checked 2026-10-22 against fetched pages: Booz Allen Hamilton (NPHIC 2023 abstract: 'In 2019, Booz Allen on behalf of the Defense Department (DoD), launched a new responsible drinking campaign'). Meta Ad Library: search 'Own Your Limits'. The Booz Allen role rests on its own conference presentation. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/dod-own-your-limits.json, updated 2026-10-23· Link to this campaign