Converse with Frank is the extensive running anti-drug movement the UK has had. Yet, has it halted anybody taking drugs?
Ten years prior a police Swat group collided with a calm suburban kitchen and transformed the substance of medication education in the UK until the end of time. 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.
The first advert featured a boy calling the police snatch squad on his mother because she wanted to discuss drugs with him. The message, "Drugs are illegal. Talking about them isn't. So Talk to Frank", was brand new as well.
Frank: Friendly Confidential Drug Advice
An idea that started with someone's mother, Frank was now the new name of 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. 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.
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 sham Frank videos on YouTube are moderately deferential. 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.
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. A recent campaign launched in Singapore informed young people who visit clubs, "You play, you pay".
In the UK, the Above the Influence campaign has cost the federal government millions of dollars and uses humour and cautionary stories to encourage people to choose positive alternatives to drugs The focus of the campaign is to talk to the youth in a language they understand, like the one ad showing a group of "stoners" stranded on a coach. But the drug fuelled descent into hell and scare tactics are still used by a surprisingly large number of campaigns around the world. 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.
Ads that reveal the dangers of drug abuse mostly push frustrated people into experimenting with drugs, according to a data from the anti-drugs campaign of the UK from 1999 to 2004.
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.
An early ad posted online told viewers, "Cocaine makes you feel on top of the world."
Balancing the message is not always easy to get right. 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. There will be many who could not have seen the adverse effects of the drugs at the end of the animation. 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.
One survey said that 67 percent of young people would call Frank if they needed advice about drugs. In 2011 and 2012, Frank received 225,892 calls and 3,341,777 visits to the website. The argument is that this is proof that the approach is working.
Yet, similar to each other anti-drugs media battle on the planet, there is no proof Frank has ceased individuals consuming drugs.
Drug usage in the UK has gone around 9% in the decade since the conflict propelled, yet specialists say quite a bit of this is down to a decrease in cannabis utilization, potentially connected to changing states of mind towards smoking tobacco among youngsters.
What Is Frank?
FRANK is a state drug education services together settled by the by the Department of Health and Home Office of the British government in 2003. It's supposed to reduce the use of illegal and legal substances by teaching teens about the possible effects of alcohol and drugs. It has had several media campaigns on the Internet and the radio.