The campaign against drugs that has the longest duration in the entire UK is Talk to Frank. 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. Cautions of how drugs could cause you to become disturbed and impassioned calls to say no to the menacing pushers skulking in every single playground disappeared. Instead, wit and fun including games were embraced.
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. The message delivered by the advert had not been heard before either: "Drugs are illegal. Talking about them isn't. So, Talk to Frank."
Thought up by promotion organization Mother, Frank was, indeed, the new name for 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. Frank is has become a household name among the young people due to the many adventure stories that came from the theme such as Pablo the drugs mule dog to a tour of the brain warehouse.
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. One more thing that distinguishes Frank from other government-funded campaigns is that nothing links the ad to the government in anyway whatsoever.
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.
Most promotions in Europe now concentrate, similar to Frank, on attempting to give fair-minded data to help youngsters settle on their own choices. In some places where there are still tough penalties for possession, ads showing prison bars or disappointed parents are still the norm. One late battle in Singapore told youthful clubbers: "You play, you pay."
In the United States of America, the federal government has spent millions of dollars on a long-running campaign, Above the Influence, that sells positive possibilities to using substances by making use of a combination of funny and cautionary stories. One ad shows a group of "stoners" sitting on a sofa and emphasizes talking to young people in the language of their generation. 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." A good example is a Canadian commercial that appeared recently and formed part of the DrugsNot4Me series in which a beautiful, self-assured young woman changes into a trembling, hollow-eyed skeleton because 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.
By demonstrating how the drugs affect the use, giving the highs and lows, Frank was not supported by the Conservative politicians on the new path it had taken.
"Cocaine makes you feel on top of the world" was used in one of the early internet ad campaigns.
Balancing the message is not always easy to get right. 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. The negative effects were given at the end of the animated ad and some viewers might not have watched the whole thing. 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, up to 67% of teenagers preferred to talk to Frank if drug advice becomes necessary. In 2011 and 2012, Frank received 225,892 calls and 3,341,777 visits to the website. The argument is that this is proof that the approach is working.
However, just like every other anti-drugs campaign in the world , there's no evidence that Frank has actually stopped people from taking 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.
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's supposed to reduce the use of illegal and legal substances by teaching teens about the possible effects of alcohol and drugs. A lot of media campaigns have been put out on both the radio and the internet.
FRANK gives the accompanying services to individuals who look for data and/or advice regarding drugs: