What Is Talk To Frank?
Converse with Frank is the extensive running anti-drug movement the UK has had. Though, has the campaign stopped anybody from using any drugs?
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. Out went horrid notices of how medications could "mess you up" and sincere appeals to oppose the vile pushers prowling in each play area. A lighter, more humorous approach was used instead.
In the first advertisement a teenager phoned a police team to detain his mother when she proposed that they had a peaceful discussion regarding drugs. The message was new as well "Drugs are illicit. Discussing them isn't. So Talk to Frank."
Frank Friendly Confidential Drug Advice
Thought up by promotion organization Mother, Frank was, indeed, the new name for the National Drugs Helpline. The idea was to build a reliable "older brother" image that could provide advice to teenagers about banned substances. Entirety from the ventures of Pablo, the canine medications mule, to a visit cycle a mind, distribution centre has been exhibited under the Frank name, making it a natural brand name among the country's youth.
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. One more thing that distinguishes Frank from other government-funded campaigns is that nothing links the ad to the government in anyway whatsoever.
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.
Most promotions in Europe now concentrate, similar to Frank, on attempting to give fair-minded data to help youngsters settle on 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. For example, in Singapore, a recent campaign recently told young people, "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. In the ad, teenagers are communicated to in a manner they are familiar with, like some "stoners" being marooned 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. The DrugsNot4Me series recently launched a commercial in Canada that shows a beautiful, self-assured young lady metamorphosis after using "drugs" into a shaking, hollow-eyed mess.
According to studies into a United States anti-drugs campaign between 1999 and 2004, advertisements showing the undesirable effects of substance abuse can frequently urge younger people who are marginalised to experiment with substances.
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 ad posted online told viewers, "Cocaine makes you feel on top of the world."
Balancing the message is not always easy to get right. According to the then creative director of digital agency Profero, Matt Powell, who designed the ad, he was wrong in believing that a normal web user has an adequate 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.
A 67% of the youth say they would ask Frank for advice related to drugs according to the Home Office. Frank helpline received 225,892 phone calls and 3,341,777 hits on the website in the period 2011-2012. It is evidence that the method is effective.
Yet, similar to each other anti-drugs media battle on the planet, there is no proof Frank has ceased individuals consuming drugs.
During the decade that the Frank campaign was introduced, drug abuse figures in the UK have reduced by 9%; however, much of the decline has been attributed to a reduction in the use of cannabis as the more youth shun 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. A lot of media campaigns have been put out on both the radio and the internet.
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Available services at FRANK for those who seek help about drugs include
- A dedicated website
- A confidential telephone number, available 24 hours a day
- An anonymous live chat every afternoon 2-6pm
- A service to find treatment and counselling