In the UK, Talk to Frank has been operating the anti-drugs campaign for a long time on its own. Though, has the campaign stopped anybody from using any drugs?
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. People were seriously warned to stay away from the drug peddlers around sports arenas and that they could be destroyed by drugs. Instead, wit and fun including games were embraced.
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 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
Frank, the new identity for the National Drugs Helpline, was coined by the advertising agency Mother. The idea was to build a reliable "older brother" image that could provide advice to teenagers about banned substances. 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.
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. Many people have high regard for the YouTube spoof videos of Frank too. Also, there's no sign that Frank is a government agent - something that is rare in the history of campaigns paid for by 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.
Like the Frank campaign, most European ads now focus on giving unbiased information so that young people can make up their own minds. In nations with solid punishments for ownership, pictures of jail bars and disgraced guardians are still typical. For example, in Singapore, a recent campaign recently told young people, "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. One ad shows a group of "stoners" sitting on a sofa and emphasizes talking to young people in the language of their generation. 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." 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".
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."
Understanding the true information behind the message was very difficult. 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. The negative effects were given at the end of the animated ad and some viewers might not have watched the whole thing. The idea behind the ad according to Powell is to make the Frank brand a more honest one by being sincere to teenagers about drugs.
According to the Home Office, 67% of younger people in a survey stated that they would ask Frank if they required advice on drugs. In 2011 and 2012, Frank received 225,892 calls and 3,341,777 visits to the website. For him, this shows that the campaign is very successful.
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 - What Is It?
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. FRANK has run lots of media campaigns on radio and the internet.