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?
The drug education in the entire UK received a total turn around ten years back when the police Swat team ran into a rural kitchen somewhere in the UK. Grim warnings about how drugs could mess you up and genuine pleas to resist the pushers that were creeping around every playground were gone. A sort of comedy was also brought into the message in the bid to pass it appropriately.
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, "Drugs are illegal. Talking about them isn't. So Talk to Frank", was brand new as well.
Frank, the new identity for the National Drugs Helpline, was coined by the advertising agency Mother. It was supposed to represent a trusted, big brother figure that young people could call for advice about drugs. 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". 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.
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.
Frank has set the standard, and now most adverts in Europe are using the same format to equip the youth with unbiased facts to help in making their choices. In nations with solid punishments for ownership, pictures of jail bars and disgraced guardians are still typical. 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 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. 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." 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 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 one of its preliminary ads online.
Hitting the middle road with an ad to give the right message always proved to be a challenge. The man in arrears the cocaine advertisement, Matt Powell, then creative director of digital agency Profero, now disbelieves he overvalued the focus span of the ordinary web browser. It is difficult for some to view the ad till the last point where the dangers of drug use were listed. 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.
A 67% of the youth say they would ask Frank for advice related to drugs according to the Home Office. Frank helpline received 225,892 phone calls and 3,341,777 hits on the website in the period 2011-2012. 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.
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 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's supposed to reduce the use of illegal and legal substances by teaching teens about the possible effects of alcohol and drugs. Several media campaigns on the web and on radio have been put out by this programme.
FRANK has the following resources for anyone looking for information about drugs: