In the UK, Talk to Frank has been operating the anti-drugs campaign for a long time on its own. But, have people quit drug abuse through this?
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. People were seriously warned to stay away from the drug peddlers around sports arenas and that they could be destroyed by drugs. In came strange humour and a light, yet energetic approach.
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 was new as well: "Drugs are illicit. Discussing them isn't. So Talk to Frank."
Frank, the new identity for the National Drugs Helpline, was coined by the advertising agency Mother. The idea was to build a reliable "older brother" image that could provide advice to teenagers about banned 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 Justin Tindal, the creative director of Leo Burnett the ad agency, what is of more importance is the fact that no-one ever saw Frank physically, so it was difficult for mockers to pick on him or blame him for not treating the kids right. Even the YouTube videos that spoof Frank are respectful. One more thing that distinguishes Frank from other government-funded campaigns is that nothing links the ad to the government in anyway whatsoever.
Right from the days of Nancy Reagan, a lot has been done about drugs education, and the Grange Hill cast which a lot of people opine that it did more harm than good, simply encouraged people to "Just Say No" to drugs.
Majority of the ads in Europe now follow the footsteps of Frank in trying to be sincere and allowing the teenagers the right to choose. There are still images of prison cells and hurt parents being presented in countries that have strong penalties for drugs possession. For example, in Singapore, a recent campaign recently told young people, "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 stress is on chatting to youngsters by using their language - one advertisement depicts a group of "stoners" forsaken on a couch. But the drug fuelled descent into hell and scare tactics are still used by a surprisingly large number of campaigns around the world. One typical example was a part of the Canadian DrugsNot4Me program showed an attractive, confident young woman then into a wasting, hollow eyes shadow at the hand 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.
An early ad posted online told viewers, "Cocaine makes you feel on top of the world."
It was not generally simple to get the balance of the message accurate. 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. There will be many who could not have seen the adverse effects of the drugs at the end of the animation. 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.
One survey said that 67 percent of young people would call Frank if they needed advice about drugs. 225,892 calls were made to the Frank helpline and 3,341,777 visits to the site in 2011/12. It is evidence that the method is effective.
However, just like every other anti-drugs campaign in the world , there's no evidence that Frank has actually stopped people from taking 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 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 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. FRANK has run lots of media campaigns on radio and the internet.
FRANK gives the accompanying services to individuals who look for data and/or advice regarding drugs: