Talk To Frank is an anti-drugs campaign in the United Kingdom that has been running for the longest time. Though, has the campaign stopped anybody from using any drugs?
Drug education in the UK was changed forever ten years ago when a Swat team raided a quiet suburban kitchen. People were seriously warned to stay away from the drug peddlers around sports arenas and that they could be destroyed by drugs. A sort of comedy was also brought into the message in the bid to pass it appropriately.
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: 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 It was supposed to represent a trusted, big brother figure that young people could call for advice about drugs. To become a familiar brand with youth in the UK, the Frank label has presented everything from the adventures of pablo the drug mule to a tour of a brain warehouse.
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. 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.
Like the Frank campaign, most European ads now focus on giving unbiased information so that young people can make up their own minds. In places that have harsh penalties for being in possession, pictures/photos of prison cells and embarrassed parents remain common. One late battle in Singapore told youthful clubbers: "You play, you pay."
In the United States of America, the federal government has spent millions of dollars on a long-running campaign, Above the Influence, that sells positive possibilities to using substances by making use of a combination of funny and cautionary stories. The stress is on chatting to youngsters by using their language - one advertisement depicts a group of "stoners" forsaken on a couch. Around the world, a good number of anti-drug campaigns still use the scare tricks of old, "descent into hell," being one of the most used. 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."
Research that was done on a UK anti-drug campaign between 1999 and 2004 shows that describing the negative effects of abuse will often actually encourage young people "on the margins of society" to use drugs.
By demonstrating how the drugs affect the use, giving the highs and lows, Frank was not supported by the Conservative politicians on the new path it had taken.
"Cocaine makes you feel on top of the world" was used in one of the early internet ad campaigns.
Understanding the true information behind the message was very difficult. The man in arrears the cocaine advertisement, Matt Powell, then creative director of digital agency Profero, now disbelieves he overvalued the focus span of the ordinary web browser. Some might not have adhered around to the finish of the liveliness to get some answers concerning the negative impacts. 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.
The Home Office says 67% of youngsters in a study said they would swing to Frank in the event that they required drug guidance. 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.
But, we don't have any proofs that people have quit drug consumption because of Frank, just as we don't have such evidence in cases of other media campaigns against 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.
What Is Frank?
FRANK is a national service that offers drug education and was formed in 2003 by the Department of Health in partnership with Home Office of the British government. It's supposed to reduce the use of illegal and legal substances by teaching teens about the possible effects of alcohol and drugs. FRANK has run lots of media campaigns on radio and the internet.