Converse with Frank is the extensive running anti-drug movement the UK has had. Though, has the campaign stopped anybody from using any drugs?
Drug education in the UK was changed forever ten years ago when a Swat team raided a quiet suburban kitchen. Cautions of how drugs could cause you to become disturbed and impassioned calls to say no to the menacing pushers skulking in every single playground disappeared. Instead, wit and fun including games were embraced.
The first advert featured a boy calling the police snatch squad on his mother because she wanted to discuss drugs with him. The message was new as well: "Drugs are illicit. Discussing them isn't. So Talk to Frank."
Frank: Cordial Private Drug Guidance
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.
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". Surprisingly, the funny imitations of the Frank videos found on YouTube are quite polite. 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.
The majority of the advertisements in Europe currently concentrate, like Frank, on attempting to share objective info to assist youngsters to make their own choices. There are still images of prison cells and hurt parents being presented in countries that have strong penalties for drugs possession. You play, you pay is a campaign that was launched in Singapore recently.
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. The accentuation is on conversing with youngsters in their own particular dialect - one promotion demonstrates a group of "stoners" marooned on a couch. Around the world, a good number of anti-drug campaigns still use the scare tricks of old, "descent into hell," being one of the most used. One typical example was a part of the Canadian DrugsNot4Me program showed an attractive, confident young woman then into a wasting, hollow eyes shadow at the hand 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.
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.
Cocaine makes you feel on top of the world was one of its preliminary ads online.
Hitting the middle road with an ad to give the right message always proved to be a challenge. According to the then creative director of digital agency Profero, Matt Powell, who designed the ad, he was wrong in believing that a normal web user has an adequate attention span. A few people might have stayed around for the animation's end to discover more regarding the undesirable effects. However, the goal of the ad was to be upfront with young people about the effects of drugs so that Frank could establish some accountability.
The Home Office says 67% of youngsters in a study said they would swing to Frank in the event that they required drug guidance. 225,892 calls were made to the Frank helpline and 3,341,777 visits to the site in 2011/12. For him, this shows that the campaign is very successful.
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 national service that offers drug education and was formed in 2003 by the Department of Health in partnership with Home Office of the British government. 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. FRANK has run lots of media campaigns on radio and the internet.