The longest running anti-drug campaign in the UK is Talk to Frank. Yet, has it halted anybody taking drugs?
Drug education in the UK was changed forever ten years ago when a Swat team raided a quiet suburban kitchen. Out went horrid notices of how medications could "mess you up" and sincere appeals to oppose the vile pushers prowling in each play area. A lighter, more humorous approach was used instead.
The first advert presented an adolescent inviting the police to come and arrest his mum because the mum wanted them to talk about drugs. There was also a new message: Drugs are illegal. Talking about the isn't. So talk to Frank."
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. 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.
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.
Substance education has developed a lot since Nancy Reagan, and in the United Kingdom, Grange Hill cast encouraged teens to simply "Say No" to drugs, a campaign which several professionals now think had the opposite of the desire effect.
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 some places where there are still tough penalties for possession, ads showing prison bars or disappointed parents are still the norm. A recent campaign launched in Singapore informed young people who visit clubs, "You play, you pay".
In the UK, the government has burned through millions on Above the Influence, a long-running movement that urges positive contrasting options to drug usage utilizing a blend of amusement and useful examples. The accentuation is on conversing with youngsters in their own particular dialect - one promotion demonstrates a group of "stoners" marooned on a couch. Though, an unexpected number of anti-drug campaigns all over the globe still resort back to strategies intended to arouse fear or alarm, specifically the substance-fuelled plunge to 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.
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.
By demonstrating how the drugs affect the use, giving the highs and lows, Frank was not supported by the Conservative politicians on the new path it had taken.
One primary online promotion educated viewers: "Cocaine makes you feel high and in charge."
Hitting the middle road with an ad to give the right message always proved to be a challenge. 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. The idea behind the ad according to Powell is to make the Frank brand a more honest one by being sincere to teenagers about drugs.
A 67% of the youth say they would ask Frank for advice related to drugs according to the Home Office. In 2011 and 2012, Frank received 225,892 calls and 3,341,777 visits to the website. It's confirmed, it contends, that the method works.
But, we don't have any proofs that people have quit drug consumption because of Frank, just as we don't have such evidence in cases of other media campaigns against 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.
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 supposed to reduce the use of illegal and legal substances by teaching teens about the possible effects of alcohol and drugs. It has had several media campaigns on the Internet and the radio.
FRANK gives the accompanying services to individuals who look for data and/or advice regarding drugs: