The longest running anti-drug campaign in the UK is Talk to Frank. Has it managed to get people to quit substance abuse?
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. People were seriously warned to stay away from the drug peddlers around sports arenas and that they could be destroyed by drugs. 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. The message delivered by the advert had not been heard before either: "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 It was supposed to represent a trusted, big brother figure that young people could call for advice about 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.
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. Surprisingly, the funny imitations of the Frank videos found on YouTube are quite polite. As there is nothing that remotely suggests Frank is a government project, the campaign is viewed as a first occurrence funded by the government.
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.
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, which is an ad that has lasted for a very long time to encourage young people to seek for alternatives to drugs, and which has gulped the UK government some huge amount of money combine caution and humour. The focus of the campaign is to talk to the youth in a language they understand, like the one ad showing a group of "stoners" stranded on a coach. But the drug fuelled descent into hell and scare tactics are still used by a surprisingly large number of campaigns around the world. A classic illustration is a current Canadian business, part of the DrugsNot4Me arrangement, which demonstrates an appealing, sure young lady's change into a shuddering and hollow eyed smash-up on account 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.
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.
It was not generally simple to get the balance of the message accurate. According to the then creative director of digital agency Profero, Matt Powell, who designed the ad, he was wrong in believing that a normal web user has an adequate attention span. A few people might have stayed around for the animation's end to discover more regarding the undesirable effects. 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. The argument is that this is proof that the approach is working.
However, just like every other anti-drugs campaign in the world , there's no evidence that Frank has actually stopped people from taking drugs.
More than 9% drop has been witnessed in the country since the campaign came into place, but a drop in the use of cannabis has been given as an explanation for this, probably because teenagers are changing their approach towards tobacco smoking.
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's supposed to reduce the use of illegal and legal substances by teaching teens about the possible effects of alcohol and drugs. It has had several media campaigns on the Internet and the radio.