Converse with Frank is the extensive running anti-drug movement the UK has had. But has it actually worked and stopped drug use?
A decade ago a police SWAT team slammed into a peaceful kitchen somewhere in the suburbs and modified the image of drugs education in the United Kingdom for always. 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.
The first advert presented an adolescent inviting the police to come and arrest his mum because the mum wanted them to talk about drugs. The message delivered by the advert had not been heard before either: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Frank: Friendly Confidential Drug Advice
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. 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.
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. Many people have high regard for the YouTube spoof videos of Frank too. There's also no indication that Frank is working for the government, which is unusual for a government funded campaign.
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.
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. You still see pictures of prison bars and upset parents, though, in countries where dealing drugs will get you in serious trouble with the law. You play, you pay. is the ad used to warn young people going for night clubbing in Singapore.
In the UK, the Above the Influence campaign has cost the federal government millions of dollars and uses humour and cautionary stories to encourage people to choose positive alternatives to drugs 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. But the scare tactics is still prevalent in majority of the campaigns against drugs around the globe, especially the "descent into hell" which is drug inspired. 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.
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.
Cocaine makes you feel on top of the world was one of its preliminary ads online.
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. The negative effects were given at the end of the animated ad and some viewers might not have watched the whole thing. 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. The Frank helpline received 225,892 calls and the website received 3,341,777 visits between 2011 and 2012. It's confirmed, it contends, that the method works.
Yet, similar to each other anti-drugs media battle on the planet, there is no proof Frank has ceased individuals consuming 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.
What Is Frank?
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 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.