In the UK, Talk to Frank has been operating the anti-drugs campaign for a long time on its own. Yet, has it halted anybody taking drugs?
Drug education in the UK was changed forever ten years ago when a Swat team raided a quiet suburban kitchen. Out went horrid notices of how medications could "mess you up" and sincere appeals to oppose the vile pushers prowling in each play area. In came strange humour and a light, yet energetic approach.
In the first ad, a mother suggests to her teenage son that they have a chat about drugs so he calls the police snatch squad. But the new information being passed is: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
One can actually say that Frank which was a brain child of "Mother" ad firm became the new National Drugs Helpline It was intended to be a put stock in "elder brother" assumes that youngsters could swing to for advice concerning illegal substances. 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.
The agency behind Frank has said that it was crucial that Frank was never actually seen so he could never be the target of ridicule for wearing the wrong thing or trying to be cool. Parody videos on YouTube have not been able to disrespect Frank either. 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.
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 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 accentuation is on conversing with youngsters in their own particular dialect - one promotion demonstrates a group of "stoners" marooned 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.
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.
Hitting the middle road with an ad to give the right message always proved to be a challenge. 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. A few people might have stayed around for the animation's end to discover more regarding the undesirable effects. Establishing the integrity of the Frank brand by telling the youth the truth about drugs and their effects was the ultimate aim of the ad, Powell states.
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. It is evidence that the method is effective.
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.
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. FRANK's vision is to equip the youth with the bold facts and knowledge about the legal and illegal use of narcotics to reduce the drug use. FRANK has run lots of media campaigns on radio and the internet.
FRANK provides the following services for people who seek information and/or advice about drugs: