The longest running anti-drug campaign in the UK is Talk to Frank. 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. Out went horrid notices of how medications could "mess you up" and sincere appeals to oppose the vile pushers prowling in each play area. A lighter, more humorous approach was used instead.
The first advert featured a boy calling the police snatch squad on his mother because she wanted to discuss drugs with him. The message was new as well: "Drugs are illicit. Discussing them isn't. So Talk to Frank."
Frank: Cordial Private Drug Guidance
An idea that started with someone's mother, Frank was now the new name of the National Drugs Helpline. It was supposed to be the symbol of a reliable older brother that younger individuals can go to for guidance regarding illegal substances. Entirety from the ventures of Pablo, the canine medications mule, to a visit cycle a mind, distribution centre has been exhibited under the Frank name, making it a natural brand name among the country's youth.
The agency behind Frank has said that it was crucial that Frank was never actually seen so he could never be the target of ridicule for wearing the wrong thing or trying to be cool. Parody videos on YouTube have not been able to disrespect Frank either. There's also no indication that Frank is working for the government, which is unusual for a government funded campaign.
Education about drug has come a long way since Nancy Reagan and the UK cast of Grange Hill told kids to "Just Say No," which a lot of people not believe was completely counterproductive.
Majority of the ads in Europe now follow the footsteps of Frank in trying to be sincere and allowing the teenagers the right to choose. In places that have harsh penalties for being in possession, pictures/photos of prison cells and embarrassed parents remain common. A recent campaign launched in Singapore informed young people who visit clubs, "You play, you pay".
Above the Influence is a campaign that mixes jokes and warning stories that the federal government has been using in the UK for a long time; it also offers positive alternatives to drugs. One ad shows a group of "stoners" sitting on a sofa and emphasizes talking to young people in the language of their generation. 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." One typical example was a part of the Canadian DrugsNot4Me program showed an attractive, confident young woman then into a wasting, hollow eyes shadow at the hand of drugs.
A study carried out in the UK on anti-drugs campaign that ran between 1999 and 2004 shows that adverts that portray the negative results of drug use influence vulnerable youth to try out with the drugs.
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.
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 man in arrears the cocaine advertisement, Matt Powell, then creative director of digital agency Profero, now disbelieves he overvalued the focus span of the ordinary web browser. It is difficult for some to view the ad till the last point where the dangers of drug use were listed. However, the goal of the ad was to be upfront with young people about the effects of drugs so that Frank could establish some accountability.
According to the Home Office, 67% of younger people in a survey stated that they would ask Frank if they required advice on drugs. 225,892 calls were made to the Frank helpline and 3,341,777 visits to the site in 2011/12. For him, this shows that the campaign is very successful.
Though the response is good, it is no evidence that Frank just like other available anti-drug campaigns has discouraged people from indulging in 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 is a national drug education program that was established at the Home Office of the British Government and the Department of Health in 2003. It was designed to lower the rate of both legal and illegal drug use by providing education to teenagers and young people about what the effects of using drug and alcohol could be. FRANK has run lots of media campaigns on radio and the internet.