In the UK, Talk to Frank has been operating the anti-drugs campaign for a long time on its own. But has it actually worked and stopped drug use?
A police Swat team in the UK burst into a kitchen of a quiet suburban home, and the results were a complete turnaround of the way drug education was done for good. Cautions of how drugs could cause you to become disturbed and impassioned calls to say no to the menacing pushers skulking in every single playground disappeared. Instead, wit and fun including games were embraced.
The first advert featured a boy calling the police snatch squad on his mother because she wanted to discuss drugs with him. But the new information being passed is: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Frank: Friendly Confidential Drug Advice
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.
Significantly, Frank was never found in the flesh, so would never be the objective of joke for wearing the wrong trainers or attempting to be "down with the children," says Justin Tindall, inventive director of ad organization Leo Burnett. Parody videos on YouTube have not been able to disrespect Frank either. There's also no indication that Frank is working for the government, which is unusual for a government funded campaign.
Education about drug has come a long way since Nancy Reagan and the UK cast of Grange Hill told kids to "Just Say No," which a lot of people not believe was completely counterproductive.
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. One late battle in Singapore told youthful clubbers: "You play, you pay."
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. 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.
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.
Frank was ground-breaking and criticised by Conservative politicians at the time because they felt it suggest that there were some good things to go along with all the bad about drugs.
An early online advertisement told people that cocaine made you feel on 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. The negative effects were given at the end of the animated ad and some viewers might not have watched the whole thing. However, Powell says the point was to be more legitimate with youngsters about medications, keeping in mind the end goal to build up the believability of the Frank brand.
A 67% of the youth say they would ask Frank for advice related to drugs according to the Home Office. 225,892 calls were made to the Frank helpline and 3,341,777 visits to the site in 2011/12. For him, this shows that the campaign is very successful.
Though the response is good, it is no evidence that Frank just like other available anti-drug campaigns has discouraged people from indulging in drugs.
In the years since the campaign started, drug use in the UK is down by 9%; however, experts say this might be because marijuana use has declined, most like due to changing attitudes toward smoking tobacco.
What Is Frank?
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.