About Talk To Frank
The longest running anti-drug campaign in the UK is Talk to Frank. But, have people quit drug abuse through this?
A decade ago a police SWAT team slammed into a peaceful kitchen somewhere in the suburbs and modified the image of drugs education in the United Kingdom for always. 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 advertisement a teenager phoned a police team to detain his mother when she proposed that they had a peaceful discussion regarding drugs. The message, "Drugs are illegal. Talking about them isn't. So Talk to Frank", was brand new as well.
Frank Cordial Private Drug Guidance
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. The quests of Pablo, the dog that's used as a substance mule, to a tour around a brain warehouse have been put forward under the Frank name, making it a well-known trade name amongst the youth of the nation.
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". Parody videos on YouTube have not been able to disrespect Frank either. One more thing that distinguishes Frank from other government-funded campaigns is that nothing links the ad to the government in anyway whatsoever.
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.
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. In some places where there are still tough penalties for possession, ads showing prison bars or disappointed parents are still the norm. You play, you pay is a campaign that was launched in Singapore recently.
Above the Influence is a campaign that mixes jokes and warning stories that the federal government has been using in the UK for a long time; it also offers 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. One example is one of the DrugsNot4Me series in Canada that revealed how a very pretty confident woman slipped into deep-eyed wreck 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."
It wasn't at all times simple to balance the message correctly. 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. 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.
According to the Home Office, up to 67% of teenagers preferred to talk to Frank if drug advice becomes necessary. 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. It is evidence that the method is effective.
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.
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 was launched in 2003 as a collaborated effort of the Department of Health and Home Office of the British government as a national drug education service. 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.
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Available services at FRANK for those who seek help about drugs include
- A website
- A private phone number, accessible 24 hours a day
- An anonymous live chat every afternoon 2-6pm
- A service to locate counselling and treatment