The campaign against drugs that has the longest duration in the entire UK is Talk to Frank. But, have people quit drug abuse through this?
A police Swat team in the UK burst into a kitchen of a quiet suburban home, and the results were a complete turnaround of the way drug education was done for good. 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.
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. The message, "Drugs are illegal. Talking about them isn't. So Talk to Frank", was brand new as well.
Frank: A Pleasant Private Drug Counsel
Frank, the new identity for the National Drugs Helpline, was coined by the advertising agency Mother. It was supposed to represent a trusted, big brother figure that young people could call for advice about 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 the creative director, Justin Tindall, of the advertising agency, Leo Burnett, it was important that Frank was at no time seen in the flesh so that he could never be the victim of ridicule for wearing the incorrect shoes or attempting to be "down with the kids". Even the sham Frank videos on YouTube are moderately deferential. As there is nothing that remotely suggests Frank is a government project, the campaign is viewed as a first occurrence funded by the government.
Right from the days of Nancy Reagan, a lot has been done about drugs education, and the Grange Hill cast which a lot of people opine that it did more harm than good, simply encouraged people to "Just Say No" to drugs.
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 some places where there are still tough penalties for possession, ads showing prison bars or disappointed parents are still the norm. A recent campaign launched in Singapore informed young people who visit clubs, "You play, you pay".
In the United States of America, the federal government has spent millions of dollars on a long-running campaign, Above the Influence, that sells positive possibilities to using substances by making use of a combination of funny and cautionary stories. In the ad, teenagers are communicated to in a manner they are familiar with, like some "stoners" being marooned 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.
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.
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.
One primary online promotion educated viewers: "Cocaine makes you feel high and in charge."
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. The negative effects were given at the end of the animated ad and some viewers might not have watched the whole thing. 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. 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.
More than 9% drop has been witnessed in the country since the campaign came into place, but a drop in the use of cannabis has been given as an explanation for this, probably because teenagers are changing their approach towards tobacco smoking.
Frank - What Is It?
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. 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. It has run numerous media promotions on radio and the web.