The longest running anti-drug campaign in the UK is Talk to Frank. Though, has the campaign stopped anybody from using any drugs?
A decade ago a police SWAT team slammed into a peaceful kitchen somewhere in the suburbs and modified the image of drugs education in the United Kingdom for always. 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 advertisement a teenager phoned a police team to detain his mother when she proposed that they had a peaceful discussion regarding drugs. 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: Friendly Confidential Drug Advice
Devised by the advertising agency, Mother, Frank was actually the National Drugs Helpline brand new name. 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. 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.
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. Even the sham Frank videos on YouTube are moderately deferential. One more thing that distinguishes Frank from other government-funded campaigns is that nothing links the ad to the government in anyway whatsoever.
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 some places where there are still tough penalties for possession, ads showing prison bars or disappointed parents are still the norm. 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. 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." The DrugsNot4Me series recently launched a commercial in Canada that shows a beautiful, self-assured young lady metamorphosis after using "drugs" into a shaking, hollow-eyed mess.
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.
Frank was ground-breaking and criticised by Conservative politicians at the time because they felt it suggest that there were some good things to go along with all the bad about drugs.
One primary online promotion educated viewers: "Cocaine makes you feel high and in charge."
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. There will be many who could not have seen the adverse effects of the drugs at the end of the animation. However, Powell claims the objective was to be more open with youngsters regarding substances, in an attempt to form the credibility of the Frank image.
One survey said that 67 percent of young people would call Frank if they needed advice about drugs. 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.
However, just like every other anti-drugs campaign in the world , there's no evidence that Frank has actually stopped people from taking 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 was launched in 2003 as a collaborated effort of the Department of Health and Home Office of the British government as a national drug education service. 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. It has had several media campaigns on the Internet and the radio.