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More Regarding Talk To Frank

The longest running anti-drug campaign in the UK is Talk to Frank. But has it actually worked and stopped drug use?

Drug education in the UK was changed forever ten years ago when a Swat team raided a quiet suburban kitchen. Grim warnings about how drugs could mess you up and genuine pleas to resist the pushers that were creeping around every playground were gone. 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. But the new information being passed is "Drugs are illegal. Talking about them isn't. So, Talk to Frank."


Frank A Pleasant Private Drug Counsel

Devised by the advertising agency, Mother, Frank was actually the National Drugs Helpline brand new name. Young people were meant to feel Frank was a helpful elder brother they could trust and from whom they could seek advice on illegal drugs. 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.


According to Justin Tindall, creative director of Leo Burnett ad agency, the most important thing is that no one could accuse frank of trying to be "down with the kids," or coming out with the wrong attire. 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.


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. 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. One ad shows a group of "stoners" sitting on a sofa and emphasizes talking to young people in the language of their generation. 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. A classic illustration is a current Canadian business, part of the DrugsNot4Me arrangement, which demonstrates an appealing, sure young lady's change into a shuddering and hollow eyed smash-up on account of "drugs."

A study carried out in the UK on anti-drugs campaign that ran between 1999 and 2004 shows that adverts that portray the negative results of drug use influence vulnerable youth to try out with the 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.


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. 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. 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.

The Home Office says 67% of youngsters in a study said they would swing to Frank in the event that they required drug guidance. 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 - What Is It?

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 is envisioned to lessen the utilization of both lawful and illicit medications by instructing youngsters as well as teenagers about the potential impacts of medications and liquor. A lot of media campaigns have been put out on both the radio and the internet.


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Services

Available services at FRANK for those who seek help about drugs include

  • A website
  • A private phone number, accessible 24 hours a day
  • Email help
  • A classified live chat facility, accessible from 2pm-6pm everyday
  • A service to locate counselling and treatment