Talk To Frank is an anti-drugs campaign in the United Kingdom that has been running for the longest time. 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. The doom and gloom teachings coupled with pushing to keep away from the drug pushers who are everywhere was thrown out. 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 was new as well: "Drugs are illicit. Discussing them isn't. So Talk to Frank."
Frank: A Pleasant Private Drug Counsel
One can actually say that Frank which was a brain child of "Mother" ad firm became the new National Drugs Helpline It was intended to be a put stock in "elder brother" assumes that youngsters could swing to for advice concerning illegal substances. To become a familiar brand with youth in the UK, the Frank label has presented everything from the adventures of pablo the drug mule to a tour of a brain warehouse.
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. Even the sham Frank videos on YouTube are moderately deferential. There's also no indication that Frank is working for the government, which is unusual for a government funded campaign.
Teaching people about drugs is now approached in a different way, not like the days of Nancy Reagan in the UK and the cast of Grange Hill in the UK, who told us to "Just Say No" to drugs; it is evident this did not work.
Majority of the ads in Europe now follow the footsteps of Frank in trying to be sincere and allowing the teenagers the right to choose. 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."
Above the Influence, which is an ad that has lasted for a very long time to encourage young people to seek for alternatives to drugs, and which has gulped the UK government some huge amount of money combine caution and humour. One ad shows a group of "stoners" sitting on a sofa and emphasizes talking to young people in the language of their generation. But the drug fuelled descent into hell and scare tactics are still used by a surprisingly large number of campaigns around the world. 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".
Research that was done on a UK anti-drug campaign between 1999 and 2004 shows that describing the negative effects of abuse will often actually encourage young people "on the margins of society" to use drugs.
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 online advertisement told people that cocaine made you feel on of the world.
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. Some might not have adhered around to the finish of the liveliness to get some answers concerning the negative impacts. 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. 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.
In the years since the campaign started, drug use in the UK is down by 9%; however, experts say this might be because marijuana use has declined, most like due to changing attitudes toward smoking tobacco.
What Is Frank?
FRANK is a national drug education program that was established at the Home Office of the British Government and the Department of Health in 2003. 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.