The longest running anti-drug campaign in the UK is Talk to Frank. 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. 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. Instead, wit and fun including games were embraced.
The first advert featured a boy calling the police snatch squad on his mother because she wanted to discuss drugs with him. There was also a new message: Drugs are illegal. Talking about the isn't. So talk to Frank."
Devised by the advertising agency, Mother, Frank was actually the National Drugs Helpline brand new name. 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. The quests of Pablo, the dog that's used as a substance mule, to a tour around a brain warehouse have been put forward under the Frank name, making it a well-known trade name amongst the youth of the nation.
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. 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. You still see pictures of prison bars and upset parents, though, in countries where dealing drugs will get you in serious trouble with the law. You play, you pay. is the ad used to warn young people going for night clubbing in Singapore.
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. One ad shows a group of "stoners" sitting on a sofa and emphasizes talking to young people in the language of their generation. Though, an unexpected number of anti-drug campaigns all over the globe still resort back to strategies intended to arouse fear or alarm, specifically the substance-fuelled plunge to hell. 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.
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.
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.
One primary online promotion educated viewers: "Cocaine makes you feel high and in charge."
It was not generally simple to get the balance of the message accurate. Matt Powell was the creative director of digital agency Profero, the company that came up with the cocaine ad; he now thinks he miscalculated the time an average user spends on browsing the internet. It is difficult for some to view the ad till the last point where the dangers of drug use were listed. The idea behind the ad according to Powell is to make the Frank brand a more honest one by being sincere to teenagers about drugs.
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.
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.
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. A lot of media campaigns have been put out on both the radio and the internet.
FRANK provides the following services for people who seek information and/or advice about drugs: