The longest running anti-drug campaign in the UK is Talk to Frank. Yet, has it halted anybody taking drugs?
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. The doom and gloom teachings coupled with pushing to keep away from the drug pushers who are everywhere was thrown out. 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 was new as well: "Drugs are illicit. Discussing them isn't. So Talk to Frank."
Frank: A Pleasant Private Drug Counsel
Thought up by promotion organization Mother, Frank was, indeed, the new name for the National Drugs Helpline. 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.
Significantly, Frank was never found in the flesh, so would never be the objective of joke for wearing the wrong trainers or attempting to be "down with the children," says Justin Tindall, inventive director of ad organization Leo Burnett. Surprisingly, the funny imitations of the Frank videos found on YouTube are quite polite. There is additionally no sign that Frank is a specialist of the services, something that makes it uncommon in the annals of government-supported movements.
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.
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. 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."
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. A good example is a Canadian commercial that appeared recently and formed part of the DrugsNot4Me series in which a beautiful, self-assured young woman changes into a trembling, hollow-eyed skeleton because 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.
Frank made brand new ground - and received a lot of criticism from the conservative opposition politicians at that time - for being brave enough to put forward that substances might provide highs and lows.
An early online advertisement told people that cocaine made you feel on of the world.
It wasn't at all times simple to balance the message correctly. Matt Powell, the man behind the cocaine advertisement and then creative director of the digital agency, Profero, currently thinks he formed a too favourable estimate of the attention span of the typical person who browses the Internet. There will be many who could not have seen the adverse effects of the drugs at the end of the animation. 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.
A 67% of the youth say they would ask Frank for advice related to drugs according to the Home Office. 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. The argument is that this is proof that the approach is working.
Though, like with any other anti-drug media campaign around the globe, there's no proof that Frank has stopped people to use substances.
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 drug education program that was established at the Home Office of the British Government and the Department of Health in 2003. It is envisioned to lessen the utilization of both lawful and illicit medications by instructing youngsters as well as teenagers about the potential impacts of medications and liquor. A lot of media campaigns have been put out on both the radio and the internet.