The longest running anti-drug campaign in the UK is Talk to Frank. But, have people quit drug abuse through this?
A decade ago a police SWAT team slammed into a peaceful kitchen somewhere in the suburbs and modified the image of drugs education in the United Kingdom for always. Out went horrid notices of how medications could "mess you up" and sincere appeals to oppose the vile pushers prowling in each play area. In came the quirky funny side and a light-hearted attitude.
The first advert featured a boy calling the police snatch squad on his mother because she wanted to discuss drugs with him. But the new information being passed is: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Frank: Friendly Confidential Drug Advice
Frank, the new identity for the National Drugs Helpline, was coined by the advertising agency Mother. It was supposed to represent a trusted, big brother figure that young people could call for advice about drugs. The quests of Pablo, the dog that's used as a substance mule, to a tour around a brain warehouse have been put forward under the Frank name, making it a well-known trade name amongst the youth of the nation.
According to Justin Tindall, creative director of Leo Burnett ad agency, the most important thing is that no one could accuse frank of trying to be "down with the kids," or coming out with the wrong attire. Many people have high regard for the YouTube spoof videos of Frank too. There's also no indication that Frank is working for the government, which is unusual for a government funded campaign.
Teaching people about drugs is now approached in a different way, not like the days of Nancy Reagan in the UK and the cast of Grange Hill in the UK, who told us to "Just Say No" to drugs; it is evident this did not work.
Most promotions in Europe now concentrate, similar to Frank, on attempting to give fair-minded data to help youngsters settle on their own choices. In some places where there are still tough penalties for possession, ads showing prison bars or disappointed parents are still the norm. For example, in Singapore, a recent campaign recently told young people, "You play, you pay."
Above the Influence, which is an ad that has lasted for a very long time to encourage young people to seek for alternatives to drugs, and which has gulped the UK government some huge amount of money combine caution and humour. The accentuation is on conversing with youngsters in their own particular dialect - one promotion demonstrates a group of "stoners" marooned on a couch. Around the world, a good number of anti-drug campaigns still use the scare tricks of old, "descent into hell," being one of the most used. The DrugsNot4Me series recently launched a commercial in Canada that shows a beautiful, self-assured young lady metamorphosis after using "drugs" into a shaking, hollow-eyed mess.
According to studies into a United States anti-drugs campaign between 1999 and 2004, advertisements showing the undesirable effects of substance abuse can frequently urge younger people who are marginalised to experiment with substances.
The opposition Conservative politicians were initially against Frank, simply because it pointed out the ups and downs of drug use, but it made giant strides.
An early online advertisement told people that cocaine made you feel on of the world.
It wasn't at all times simple to balance the message correctly. Matt Powell, the man behind the cocaine advertisement and then creative director of the digital agency, Profero, currently thinks he formed a too favourable estimate of the attention span of the typical person who browses the Internet. There will be many who could not have seen the adverse effects of the drugs at the end of the animation. However, Powell claims the objective was to be more open with youngsters regarding substances, in an attempt to form the credibility of the Frank image.
One survey said that 67 percent of young people would call Frank if they needed advice about drugs. Frank helpline received 225,892 phone calls and 3,341,777 hits on the website in the period 2011-2012. These figures provide proof that the Frank approach bears results.
Yet, similar to each other anti-drugs media battle on the planet, there is no proof Frank has ceased individuals consuming drugs.
More than 9% drop has been witnessed in the country since the campaign came into place, but a drop in the use of cannabis has been given as an explanation for this, probably because teenagers are changing their approach towards tobacco smoking.
What Is Frank?
FRANK is a state drug education services together settled by the by the Department of Health and Home Office of the British government in 2003. It is envisioned to lessen the utilization of both lawful and illicit medications by instructing youngsters as well as teenagers about the potential impacts of medications and liquor. Several media campaigns on the web and on radio have been put out by this programme.