In the UK, Talk to Frank has been operating the anti-drugs campaign for a long time on its own. Has it managed to get people to quit substance abuse?
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. 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.
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, "Drugs are illegal. Talking about them isn't. So Talk to Frank", was brand new as well.
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 The idea was to build a reliable "older brother" image that could provide advice to teenagers about banned 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.
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. 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.
Right from the days of Nancy Reagan, a lot has been done about drugs education, and the Grange Hill cast which a lot of people opine that it did more harm than good, simply encouraged people to "Just Say No" to drugs.
Frank has set the standard, and now most adverts in Europe are using the same format to equip the youth with unbiased facts to help in making their choices. There are still images of prison cells and hurt parents being presented in countries that have strong penalties for drugs possession. You play, you pay is a campaign that was launched in Singapore recently.
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. The stress is on chatting to youngsters by using their language - one advertisement depicts a group of "stoners" forsaken on a couch. 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 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.
Inquire about into a UK anti-drugs movements in the vicinity of 1999 and 2004 proposes promotions demonstrating the antagonistic impacts of medication mishandle can regularly empower youngsters "on the edges of society" to explore different avenues regarding drugs.
Frank was ground-breaking and criticised by Conservative politicians at the time because they felt it suggest that there were some good things to go along with all the bad about drugs.
"Cocaine makes you feel on top of the world" was used in one of the early internet ad campaigns.
Hitting the middle road with an ad to give the right message always proved to be a challenge. 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.
One survey said that 67 percent of young people would call Frank if they needed advice about drugs. 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. For him, this shows that the campaign is very successful.
Though, like with any other anti-drug media campaign around the globe, there's no proof that Frank has stopped people to use substances.
Substance use in the United Kingdom has decreased by 9% in the ten years since the campaign was introduced, though the pros say a lot of this is because of a decline in the use of cannabis use, probably connected to younger people's changing attitudes towards smoking tobacco.
What Is Frank?
FRANK is a nationwide drug education programme designed and run by the British government's Department of Health in collaboration with the Home Office 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. It has had several media campaigns on the Internet and the radio.