Converse with Frank is the extensive running anti-drug movement the UK has had. 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. People were seriously warned to stay away from the drug peddlers around sports arenas and that they could be destroyed by drugs. In came the quirky funny side and a light-hearted attitude.
In the first advertisement a teenager phoned a police team to detain his mother when she proposed that they had a peaceful discussion regarding drugs. But the new information being passed is: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Frank: Friendly Confidential Drug Advice
Frank, the new identity for the National Drugs Helpline, was coined by the advertising agency Mother. 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. 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. Even the YouTube videos that spoof Frank are respectful. 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.
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.
Most promotions in Europe now concentrate, similar to Frank, on attempting to give fair-minded data to help youngsters settle on their own choices. In some places where there are still tough penalties for possession, ads showing prison bars or disappointed parents are still the norm. For example, in Singapore, a recent campaign recently told young people, "You play, you pay."
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 accentuation is on conversing with youngsters in their own particular dialect - one promotion demonstrates a group of "stoners" marooned on a couch. But the drug fuelled descent into hell and scare tactics are still used by a surprisingly large number of campaigns around the world. 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".
A study carried out in the UK on anti-drugs campaign that ran between 1999 and 2004 shows that adverts that portray the negative results of drug use influence vulnerable youth to try out with the 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.
An early online advertisement told people that cocaine made you feel on of the world.
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. It is difficult for some to view the ad till the last point where the dangers of drug use were listed. 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. Frank helpline received 225,892 phone calls and 3,341,777 hits on the website in the period 2011-2012. These figures provide proof that the Frank approach bears results.
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 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. It has run numerous media promotions on radio and the web.