What Is Talk To Frank?
In the UK, Talk to Frank has been operating the anti-drugs campaign for a long time on its own. Yet, has it halted anybody taking drugs?
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. The doom and gloom teachings coupled with pushing to keep away from the drug pushers who are everywhere was thrown out. 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. 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
An idea that started with someone's mother, Frank was now the new name of the National Drugs Helpline. Young people were meant to feel Frank was a helpful elder brother they could trust and from whom they could seek advice on illegal drugs. To become a familiar brand with youth in the UK, the Frank label has presented everything from the adventures of pablo the drug mule to a tour of a 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. Also, there's no sign that Frank is a government agent - something that is rare in the history of campaigns paid for by government.
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.
The majority of the advertisements in Europe currently concentrate, like Frank, on attempting to share objective info to assist youngsters to make their own 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. A recent campaign launched in Singapore informed young people who visit clubs, "You play, you pay".
Above the Influence, which is an ad that has lasted for a very long time to encourage young people to seek for alternatives to drugs, and which has gulped the UK government some huge amount of money combine caution and humour. 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. However, an amazing number of anti-drug battles far and wide still fall back on terrify strategies and specifically, the drug driven "fall into 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.
An early online advertisement told people that cocaine made you feel on of the world.
Understanding the true information behind the message was very difficult. 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. There will be many who could not have seen the adverse effects of the drugs at the end of the animation. However, the goal of the ad was to be upfront with young people about the effects of drugs so that Frank could establish some accountability.
According to the Home Office, 67% of younger people in a survey stated that they would ask Frank if they required advice on drugs. 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 the response is good, it is no evidence that Frank just like other available anti-drug campaigns has discouraged people from indulging in drugs.
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.
What Is Frank?
FRANK is a nationwide drug education programme designed and run by the British government's Department of Health in collaboration with the Home Office 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. It has had several media campaigns on the Internet and the radio.
Ready to Get Help?
CALL US NOW ON 0800 246 1509
FRANK offers the following services for those who are looking for info and/or guidance regarding drugs
- A website
- A private phone number, accessible 24 hours a day
- A confidential live chat every day from 2 pm - 6 pm
- A service to locate counselling and treatment