The campaign against drugs that has the longest duration in the entire UK is Talk to Frank. Though, has the campaign stopped anybody from using any drugs?
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. Instead, wit and fun including games were embraced.
In the main advertisement, an adolescent kid brings in a police grab squad to capture his mom when she recommends they have a tranquil chat about medications. 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: Cordial Private Drug Guidance
Devised by the advertising agency, Mother, Frank was actually the National Drugs Helpline brand new name. It was intended to be a put stock in "elder brother" assumes that youngsters could swing to for advice concerning illegal substances. Frank is has become a household name among the young people due to the many adventure stories that came from the theme such as Pablo the drugs mule dog to a tour of the brain warehouse.
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 YouTube videos that spoof Frank are respectful. As there is nothing that remotely suggests Frank is a government project, the campaign is viewed as a first occurrence funded by the government.
Drugs instruction has progressed significantly since Nancy Reagan, and in the UK, the cast of Grange Hill asked adolescents to "Simply Say No" to drugs, a movement which numerous specialists now considers was counterproductive.
Like the Frank campaign, most European ads now focus on giving unbiased information so that young people can make up their own minds. 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 the ad used to warn young people going for night clubbing in Singapore.
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. In the ad, teenagers are communicated to in a manner they are familiar with, like some "stoners" being 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. 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.
Ads that reveal the dangers of drug abuse mostly push frustrated people into experimenting with drugs, according to a data from the anti-drugs campaign of the UK from 1999 to 2004.
Frank broke new ground and was abundantly critiqued by opposed Conservative politicians at the while for setting out to propose that drugs may offer highs in addition to lows.
"Cocaine makes you feel on top of the world" was used in one of the early internet ad campaigns.
Hitting the middle road with an ad to give the right message always proved to be a challenge. The person behind this cocaine ad has said that he now thinks he thought the average person browsing the web had a longer 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.
According to the Home Office, 67% of younger people in a survey stated that they would ask Frank if they required advice on drugs. 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's confirmed, it contends, that the method works.
Though, like with any other anti-drug media campaign around the globe, there's no proof that Frank has stopped people to use substances.
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.
What Is Frank?
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. It was designed to lower the rate of both legal and illegal drug use by providing education to teenagers and young people about what the effects of using drug and alcohol could be. It has run numerous media promotions on radio and the web.