Talk To Frank is an anti-drugs campaign in the United Kingdom that has been running for the longest time. Though, has the campaign stopped anybody from using any drugs?
The drug education in the entire UK received a total turn around ten years back when the police Swat team ran into a rural kitchen somewhere in the UK. Cautions of how drugs could cause you to become disturbed and impassioned calls to say no to the menacing pushers skulking in every single playground disappeared. In came strange humour and a light, yet energetic approach.
In the first advertisement a teenager phoned a police team to detain his mother when she proposed that they had a peaceful discussion regarding drugs. But the new information being passed is: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Frank: Friendly Confidential Drug Advice
An idea that started with someone's mother, Frank was now the new name of the National Drugs Helpline. It was supposed to represent a trusted, big brother figure that young people could call for advice about drugs. To become a familiar brand with youth in the UK, the Frank label has presented everything from the adventures of pablo the drug mule to a tour of a brain warehouse.
According to Justin Tindal, the creative director of Leo Burnett the ad agency, what is of more importance is the fact that no-one ever saw Frank physically, so it was difficult for mockers to pick on him or blame him for not treating the kids right. Many people have high regard for the YouTube spoof videos of Frank too. There is additionally no sign that Frank is a specialist of the services, something that makes it uncommon in the annals of government-supported movements.
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. You play, you pay. is the ad used to warn young people going for night clubbing in Singapore.
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. In the ad, teenagers are communicated to in a manner they are familiar with, like some "stoners" being marooned on a couch. But the drug fuelled descent into hell and scare tactics are still used by a surprisingly large number of campaigns around the world. 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.
Inquire about into a UK anti-drugs movements in the vicinity of 1999 and 2004 proposes promotions demonstrating the antagonistic impacts of medication mishandle can regularly empower youngsters "on the edges of society" to explore different avenues regarding drugs.
Frank broke new ground and was abundantly critiqued by opposed Conservative politicians at the while for setting out to propose that drugs may offer highs in addition to lows.
Cocaine makes you feel on top of the world was one of its preliminary ads online.
Hitting the middle road with an ad to give the right message always proved to be a challenge. The person behind this cocaine ad has said that he now thinks he thought the average person browsing the web had a longer attention span. It is difficult for some to view the ad till the last point where the dangers of drug use were listed. Establishing the integrity of the Frank brand by telling the youth the truth about drugs and their effects was the ultimate aim of the ad, Powell states.
According to the Home Office, 67% of younger people in a survey stated that they would ask Frank if they required advice on drugs. In 2011 and 2012, Frank received 225,892 calls and 3,341,777 visits to the website. For him, this shows that the campaign is very successful.
Though, like with any other anti-drug media campaign around the globe, there's no proof that Frank has stopped people to use substances.
During the decade that the Frank campaign was introduced, drug abuse figures in the UK have reduced by 9%; however, much of the decline has been attributed to a reduction in the use of cannabis as the more youth shun smoking tobacco.
What Is Frank?
FRANK was launched in 2003 as a collaborated effort of the Department of Health and Home Office of the British government as a national drug education service. It's supposed to reduce the use of illegal and legal substances by teaching teens about the possible effects of alcohol and drugs. FRANK has run lots of media campaigns on radio and the internet.