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Converse with Frank is the extensive running anti-drug movement the UK has had. But has it actually worked and stopped drug use?

Ten years prior a police Swat group collided with a calm suburban kitchen and transformed the substance of medication education in the UK until the end of time. 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.


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 Cordial Private Drug Guidance

Frank, the new identity for the National Drugs Helpline, was coined by the advertising agency Mother. It was supposed to be the symbol of a reliable older brother that younger individuals can go to for guidance regarding illegal substances. 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.


Significantly, Frank was never found in the flesh, so would never be the objective of joke for wearing the wrong trainers or attempting to be "down with the children," says Justin Tindall, inventive director of ad organization Leo Burnett. 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.


Like the Frank campaign, most European ads now focus on giving unbiased information so that young people can make up their own minds. There are still images of prison cells and hurt parents being presented in countries that have strong penalties for drugs possession. You play, you pay is a campaign that was launched in Singapore recently.

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 One ad shows a group of "stoners" sitting on a sofa and emphasizes talking to young people in the language of their generation. But the scare tactics is still prevalent in majority of the campaigns against drugs around the globe, especially the "descent into hell" which is drug inspired. A classic illustration is a current Canadian business, part of the DrugsNot4Me arrangement, which demonstrates an appealing, sure young lady's change into a shuddering and hollow eyed smash-up on account of "drugs."

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."

It wasn't at all times simple to balance the message correctly. 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. Some might not have adhered around to the finish of the liveliness to get some answers concerning the negative impacts. 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.

One survey said that 67 percent of young people would call Frank if they needed advice about drugs. Frank helpline received 225,892 phone calls and 3,341,777 hits on the website in the period 2011-2012. The argument is that this is proof that the approach is working.

Though, like with any other anti-drug media campaign around the globe, there's no proof that Frank has stopped people to use substances.

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 - What Is It?

FRANK is a national drug education program that was established at the Home Office of the British Government and the Department of Health in 2003. It's main aim is to inform young people about the dangers of alcohol and drugs, so as to bring down the rate of consumption of both legal and illegal drugs. Several media campaigns on the web and on radio have been put out by this programme.


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Services

FRANK has the following resources for anyone looking for information about drugs

  • A website
  • A private phone number, accessible 24 hours a day
  • Email
  • A classified live chat facility, accessible from 2pm-6pm everyday
  • A service to locate counselling and treatment