Converse with Frank is the extensive running anti-drug movement the UK has had. Has it managed to get people to quit substance abuse?
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. People were seriously warned to stay away from the drug peddlers around sports arenas and that they could be destroyed by drugs. A sort of comedy was also brought into the message in the bid to pass it appropriately.
In the first ad, a mother suggests to her teenage son that they have a chat about drugs so he calls the police snatch squad. But the new information being passed is: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Frank: Friendly Confidential Drug Advice
An idea that started with someone's mother, Frank was now the new name of the National Drugs Helpline. It was supposed to represent a trusted, big brother figure that young people could call for advice about drugs. The quests of Pablo, the dog that's used as a substance mule, to a tour around a brain warehouse have been put forward under the Frank name, making it a well-known trade name amongst the youth of the nation.
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. Surprisingly, the funny imitations of the Frank videos found on YouTube are quite polite. There is additionally no sign that Frank is a specialist of the services, something that makes it uncommon in the annals of government-supported movements.
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.
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. In some places where there are still tough penalties for possession, ads showing prison bars or disappointed parents are still the norm. You play, you pay is a campaign that was launched in Singapore recently.
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 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 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 broke new ground and was abundantly critiqued by opposed Conservative politicians at the while for setting out to propose that drugs may offer highs in addition to lows.
"Cocaine makes you feel on top of the world" was used in one of the early internet ad campaigns.
It wasn't at all times simple to balance the message correctly. 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. It is difficult for some to view the ad till the last point where the dangers of drug use were listed. Establishing the integrity of the Frank brand by telling the youth the truth about drugs and their effects was the ultimate aim of the ad, Powell states.
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'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.
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. FRANK's vision is to equip the youth with the bold facts and knowledge about the legal and illegal use of narcotics to reduce the drug use. It has had several media campaigns on the Internet and the radio.