Talk To Frank is an anti-drugs campaign in the United Kingdom that has been running for the longest time. Yet, has it halted anybody taking drugs?
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. A sort of comedy was also brought into the message in the bid to pass it appropriately.
The first advert presented an adolescent inviting the police to come and arrest his mum because the mum wanted them to talk about 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
One can actually say that Frank which was a brain child of "Mother" ad firm became the new National Drugs Helpline Young people were meant to feel Frank was a helpful elder brother they could trust and from whom they could seek advice on illegal drugs. In the bid to make the Frank label a very popular one among the young people in the country, programs like the tour round a brain house, and Pablo the canine drugs mule were all incorporated.
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. Surprisingly, the funny imitations of the Frank videos found on YouTube are quite polite. 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.
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 nations with solid punishments for ownership, pictures of jail bars and disgraced guardians are still typical. One late battle in Singapore told youthful clubbers: "You play, you pay."
In the UK, the government has burned through millions on Above the Influence, a long-running movement that urges positive contrasting options to drug usage utilizing a blend of amusement and useful examples. The accentuation is on conversing with youngsters in their own particular dialect - one promotion demonstrates a group of "stoners" 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. A good example is a Canadian commercial that appeared recently and formed part of the DrugsNot4Me series in which a beautiful, self-assured young woman changes into a trembling, hollow-eyed skeleton because of "drugs".
Ads that reveal the dangers of drug abuse mostly push frustrated people into experimenting with drugs, according to a data from the anti-drugs campaign of the UK from 1999 to 2004.
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 ad posted online told viewers, "Cocaine makes you feel on top of the world."
Balancing the message is not always easy to get right. 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. Some might not have adhered around to the finish of the liveliness to get some answers concerning the negative impacts. 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.
A 67% of the youth say they would ask Frank for advice related to drugs according to the Home Office. A total of 225,892 calls were made to the Frank helpline and a total of 3,341,777 visits to the site in 2011/12. These figures provide proof that the Frank approach bears results.
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.
In the years since the campaign started, drug use in the UK is down by 9%; however, experts say this might be because marijuana use has declined, most like due to changing attitudes toward smoking tobacco.
Frank - What Is It?
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. A lot of media campaigns have been put out on both the radio and the internet.