The campaign against drugs that has the longest duration in the entire UK is Talk to Frank. But has it actually worked and stopped drug use?
Drug education in the UK was changed forever ten years ago when a Swat team raided a quiet suburban kitchen. People were seriously warned to stay away from the drug peddlers around sports arenas and that they could be destroyed by drugs. Instead, wit and fun including games were embraced.
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. The message delivered by the advert had not been heard before either: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Frank: Cordial Private Drug Guidance
One can actually say that Frank which was a brain child of "Mother" ad firm became the new National Drugs Helpline It was intended to be a put stock in "elder brother" assumes that youngsters could swing to for advice concerning illegal substances. Frank is has become a household name among the young people due to the many adventure stories that came from the theme such as Pablo the drugs mule dog to a tour of the brain warehouse.
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. Even the YouTube videos that spoof Frank are respectful. There's also no indication that Frank is working for the government, which is unusual for a government funded campaign.
Substance education has developed a lot since Nancy Reagan, and in the United Kingdom, Grange Hill cast encouraged teens to simply "Say No" to drugs, a campaign which several professionals now think had the opposite of the desire effect.
The majority of the advertisements in Europe currently concentrate, like Frank, on attempting to share objective info to assist youngsters to make their own choices. In places that have harsh penalties for being in possession, pictures/photos of prison cells and embarrassed parents remain common. For example, in Singapore, a recent campaign recently told young people, "You play, you pay."
In the United States of America, the federal government has spent millions of dollars on a long-running campaign, Above the Influence, that sells positive possibilities to using substances by making use of a combination of funny and cautionary stories. The stress is on chatting to youngsters by using their language - one advertisement depicts a group of "stoners" forsaken on a couch. However, an amazing number of anti-drug battles far and wide still fall back on terrify strategies and specifically, the drug driven "fall into hell." A classic illustration is a current Canadian business, part of the DrugsNot4Me arrangement, which demonstrates an appealing, sure young lady's change into a shuddering and hollow eyed smash-up on account of "drugs."
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.
Balancing the message is not always easy to get right. 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. The negative effects were given at the end of the animated ad and some viewers might not have watched the whole thing. 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.
One survey said that 67 percent of young people would call Frank if they needed advice about drugs. In 2011 and 2012, Frank received 225,892 calls and 3,341,777 visits to the website. It is evidence that the method is effective.
But, we don't have any proofs that people have quit drug consumption because of Frank, just as we don't have such evidence in cases of other media campaigns against drugs.
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. It has run numerous media promotions on radio and the web.