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So, pardon the maternal pride when we say: "Nice one, our kid… happy birthday, Frank. Frank has survived a major cutback in government-funded advertising and, as long as illegal drug use is falling, looks set to be around for a while yet, whether it is responsible for that decline or not.

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But it's definitely more friendly than the national drugs helpline. It will take only 2 minutes to fill in.

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Roger Howard, chief executive of the drugs policy thinktank DrugScope, said: "Frank has been extensively trialed in the community where young people and their parents seem to be receptive to the campaign. Like most people in the field, he is glad Frank is still there after 10 years, but worries that it is being used as a visible, easy win by politicians at a time when "education and prevention have slipped down the agenda" thanks to budget cuts.

When I talk to teachers and youth workers, they often tell me Frank has become part of everyday playground patter. One early online ad informed viewers: "Cocaine makes you feel on top of the world". Press Association. The initiative would provide "accurate, confidential and unbiased information" and help people get in touch with local agencies.

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Out went grim warnings of how drugs could "screw you up" and earnest exhortations to resist the sinister pushers lurking in every playground. All they needed to say was don't inhale deeply," he said. David Batty. Deed to highlight the confusion many young people feel around the language of drugs, the "drug lingo" campaign points them towards Frank for the facts.

We had to get young people to know, like and trust Frank.

Talk to frank advertising campaign goes live

Meet Frank. Backed by the Home Office, Department of Health and education ministers, it will provide advice, information and support about all illegal substances. None of us in the pitch room in had any idea we were building something that would eventually end up in the urban dictionary, support thousands of people on a daily basis and endure for more than a decade.

But Powell says the aim was to be more honest with young people about drugs, in order to establish the credibility of the Frank brand. As fame and familiarity grew, Frank became more of a campaigning brand.

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Frank drugs campaign. Trust levels rose to 81 per cent, with young people saying they thought Frank would be more reliable for drugs advice than talking to their family, friends or GP. Someone they could trust to tell it as it is. Frank dodges that debate entirely. But a surprising of anti-drugs campaigns around the world still fall back on scare tactics and, in particular, the drug-fuelled "descent into hell". But Mr Kushlick said: "Who is it aimed at?

Part of the problem, he argues, is that the commercials have become too surreal and confusing.

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It is not a view shared by the Home Office, which commissioned them. Figures show that one in three people will try an illicit drug in their lifetime and about a third of young people being treated for drugs abuse are under Forgotten password? It was not always easy to get the balance of the message right.

But the biggest challenge facing Frank, according to experts, is the growth of legal highs and so-called "party drugs", now used in the UK by as many as a million young people, according to research by Lifeline. Len Mackin, programme manager at the drugs charity and treatment service Cascade, criticised the campaign for giving a misleading picture of how the police dealt with young drug users. Even the spoof Frank videos on YouTube are relatively respectful. Inbrand awareness reached 90 per cent of our to year-old audience compared with 19 per cent for the National Drugs Helpline. Understandably pissed, he set off to find out more about "the darker side of cocaine", delivering sarky one-liners as he sniffed his way through Cokeland.

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One recent campaign in Singapore told young clubbers: "You play, you pay. Reuse this content. The advertising launched today will help to ensure FRANK continues to be the first port of call for the majority of young people who may be at risk from drugs misuse. It's proof, it argues, that the approach works. It looks like it's been deed by some official at the Home Office. Accept additional cookies Reject additional cookies View cookies.

Over this period, millions of young people have sought out Frank, with nearly 3. Mr Kushlick, a former drugs counsellor, said the information on the campaign's website - talktofrank. It ended by famously inviting the audience to "talk to Frank". To cap it all, we were speed-dating. It is important that young people know that FRANK will always give them free and accurate information and confidential advice whenever they need it.

Crucially, Frank was never seen in the flesh, so could never be the target of mockery for wearing the wrong trainers or trying to be "down with the kids," says Justin Tindall, creative director of ad agency Leo Burnett.

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But along with some other drugs charities, she welcomed the initiative as a departure from the "just say no" approach. Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day. You can change your cookie settings at any time.

Create an Alert Now. Drug advice campaign is a wasted opportunity, say charities.

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Home Crime, justice and law. Talking about them isn't. The adverts will run until the New Year. If they wanted to engage young people, they should have addressed the issue of criminality - why some drugs are legal and why some are not. The campaign targets parents and carers as well as young people, urging them to Talk to Frank for advice on substance abuse and drug addiction in a series of TV commercials, plus radio, posters and print advertisements.

This was published under the to Conservative and Liberal Democrat coalition government. A new campaign launches this month, introducing the service to a new generation of teenagers.

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But the TV ad shows the police doing just that. Millions of young people have sought out Frank, with nearly 3. Young people needed a champion. Get the very latest news and insight from Campaign with unrestricted access to campaignlive. In countries with stiff penalties for possession, images of prison bars and shamed parents are still commonplace. Looking for a new job? When Mother created a wise and witty character called Frank who gave drug advice to young people, the team had no idea he would become so popular.

Danny Kushlick, director of the Transform drugs policy institute, branded the Talk to Frank campaign a "wasted opportunity" because it offered no advice on harm reduction.

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Become a Campaign Member. Talk to Frank is the longest running anti-drugs campaign the UK has had. The message was new too: "Drugs are illegal. They will be urged to "Talk to Frank" for advice on substance abuse and drug addiction in a series of four TV commercials, plus radio, posters and print advertisements. You can follow the Magazine on Twitter and on Facebook. UK, remember your settings and improve government services.

Government launches frank drugs campaign

Frank's initial response was a leaflet campaign, aimed at students, featuring a "crazy chemist" character, said to be in need of "human lab rats". The focus is entirely on illegality. Become a member of Campaign Get the very latest news and insight from Campaign with unrestricted access to campaignlive. Maybe Yes this is useful No this is not useful.

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What little research there is into the effect of anti-drugs campaigns around the world, such as a study in Journal of Epidemiology and Community Health, suggests they have little or no impact on consumption. Mike Linnell of Manchester-based harm reduction charity Lifeline, believes the campaign may have run its course and the money would be better spent on drugs education at a grassroots level. But has it stopped anyone taking drugs? In the first ad, currently being repeated to mark the 10th anniversary of the campaign, a teenage boy calls in a police snatch squad to arrest his mother when she suggests they have a quiet chat about drugs.

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