In the UK, Talk to Frank has been operating the anti-drugs campaign for a long time on its own. Though, has the campaign stopped anybody from using any drugs?
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. Out went horrid notices of how medications could "mess you up" and sincere appeals to oppose the vile pushers prowling in each play area. 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. But the new information being passed is: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Frank, the new identity for the National Drugs Helpline, was coined by the advertising agency Mother. 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.
According to the creative director, Justin Tindall, of the advertising agency, Leo Burnett, it was important that Frank was at no time seen in the flesh so that he could never be the victim of ridicule for wearing the incorrect shoes or attempting to be "down with the kids". Even the YouTube videos that spoof Frank are respectful. 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.
Drugs instruction has progressed significantly since Nancy Reagan, and in the UK, the cast of Grange Hill asked adolescents to "Simply Say No" to drugs, a movement which numerous specialists now considers was counterproductive.
Like the Frank campaign, most European ads now focus on giving unbiased information so that young people can make up their own minds. 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 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.
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.
One primary online promotion educated viewers: "Cocaine makes you feel high and in charge."
Hitting the middle road with an ad to give the right message always proved to be a challenge. 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. Some might not have adhered around to the finish of the liveliness to get some answers concerning the negative impacts. 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.
According to the Home Office, up to 67% of teenagers preferred to talk to Frank if drug advice becomes necessary. The Frank helpline received 225,892 calls and the website received 3,341,777 visits between 2011 and 2012. These figures provide proof that the Frank approach bears results.
Though, like with any other anti-drug media campaign around the globe, there's no proof that Frank has stopped people to use substances.
More than 9% drop has been witnessed in the country since the campaign came into place, but a drop in the use of cannabis has been given as an explanation for this, probably because teenagers are changing their approach towards tobacco smoking.
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.
FRANK offers the following services for those who are looking for info and/or guidance regarding drugs: