Talk To Frank is an anti-drugs campaign in the United Kingdom that has been running for the longest time. 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. 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. In came strange humour and a light, yet energetic approach.
The first advert presented an adolescent inviting the police to come and arrest his mum because the mum wanted them to talk about drugs. The message, "Drugs are illegal. Talking about them isn't. So Talk to Frank", was brand new as well.
Frank: A Pleasant Private Drug Counsel
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. 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.
According to the creative director, Justin Tindall, of the advertising agency, Leo Burnett, it was important that Frank was at no time seen in the flesh so that he could never be the victim of ridicule for wearing the incorrect shoes or attempting to be "down with the kids". Even the YouTube videos that spoof Frank are respectful. One more thing that distinguishes Frank from other government-funded campaigns is that nothing links the ad to the government in anyway whatsoever.
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.
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. 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 the ad used to warn young people going for night clubbing in Singapore.
In the UK, the Above the Influence campaign has cost the federal government millions of dollars and uses humour and cautionary stories to encourage people to choose positive alternatives to drugs 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. However, an amazing number of anti-drug battles far and wide still fall back on terrify strategies and specifically, the drug driven "fall into 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.
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.
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."
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. Some might not have adhered around to the finish of the liveliness to get some answers concerning the negative impacts. 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.
One survey said that 67 percent of young people would call Frank if they needed advice about drugs. Frank helpline received 225,892 phone calls and 3,341,777 hits on the website in the period 2011-2012. The argument is that this is proof that the approach is working.
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.
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's main aim is to inform young people about the dangers of alcohol and drugs, so as to bring down the rate of consumption of both legal and illegal drugs. A lot of media campaigns have been put out on both the radio and the internet.