Talk To Frank is an anti-drugs campaign in the United Kingdom that has been running for the longest time. But, have people quit drug abuse through this?
A police Swat team in the UK burst into a kitchen of a quiet suburban home, and the results were a complete turnaround of the way drug education was done for good. 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.
In the main advertisement, an adolescent kid brings in a police grab squad to capture his mom when she recommends they have a tranquil chat about medications. The message, "Drugs are illegal. Talking about them isn't. So Talk to Frank", was brand new as well.
Frank: Friendly Confidential Drug Advice
Devised by the advertising agency, Mother, Frank was actually the National Drugs Helpline brand new name. It was supposed to be the symbol of a reliable older brother that younger individuals can go to for guidance regarding 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.
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. Many people have high regard for the YouTube spoof videos of Frank too. One more thing that distinguishes Frank from other government-funded campaigns is that nothing links the ad to the government in anyway whatsoever.
Drugs instruction has progressed significantly since Nancy Reagan, and in the UK, the cast of Grange Hill asked adolescents to "Simply Say No" to drugs, a movement which numerous specialists now considers was 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 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."
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. But the drug fuelled descent into hell and scare tactics are still used by a surprisingly large number of campaigns around the world. One example is one of the DrugsNot4Me series in Canada that revealed how a very pretty confident woman slipped into deep-eyed wreck because 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.
Frank made brand new ground - and received a lot of criticism from the conservative opposition politicians at that time - for being brave enough to put forward that substances might provide highs and lows.
An early ad posted online told viewers, "Cocaine makes you feel on top 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. A few people might have stayed around for the animation's end to discover more regarding the undesirable effects. However, Powell says the point was to be more legitimate with youngsters about medications, keeping in mind the end goal to build up the believability of the Frank brand.
A 67% of the youth say they would ask Frank for advice related to drugs according to the Home Office. In 2011 and 2012, Frank received 225,892 calls and 3,341,777 visits to the website. It's confirmed, it contends, that the method works.
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.
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. FRANK's vision is to equip the youth with the bold facts and knowledge about the legal and illegal use of narcotics to reduce the drug use. Several media campaigns on the web and on radio have been put out by this programme.