Trying to keep teenagers off drugs is like trying to herd a room full of cats – you speak two different languages, they don’t care anyway and you’re fairly sure they think you’re a tool. Despite this, FRANK’s managed it. The talking to teens part, not the cat herding. Though he could probably do that. He’s that good.For the uninitiated, FRANK is the national drugs information service provided by the Department of Health, the Home Office and the Department for Children, Schools and Families. Offering friendly, confidential advice on drugs, 24 hours a day throughout the year via a helpline on 0800 77 66 00, or online at www.talktofrank.com, the service has been around for nearly six years and has received over 2million calls.
Central to the popularity of the service is the exceptional advertising campaign from the trendy peeps at Mother London. The latest £2.2m TV, radio and online advertising onslaught follows on from last month’s cannabis reclassification from a C to B class drug. Focusing on the mental health harms associated with the drug, the £2.2m TV, radio and online advertising campaign is part of an ongoing awareness programme targeting 11-18 year olds. The TV spot takes in inside the head of teenager called Simon after sparking up a joint. Whilst at first the bonce pad looks like the best party you’ve never been invited to, it soon turns sour with the arrival of gatecrashers paranoia, panic attacks and …erm … what was it … oh yeah, memory loss.
Much like the previous ads Mother have created for the service, the spot successfully manages to be entertaining and non-preachy whilst still being genuinely informative. With smart direction from Stink’s Ne-O, we think the piece is an absolute winner – and nicely backed up by a strong online presence from Profero too - http://www.talktofrank.com/cannabis.aspx
‘Cause we like the campaign so much, we thought we’d showcase a couple of the other standout spots from the past too.
PABLO
Following the investigative exploits of Pablo - The Drug Mule Dog, this TV spot was the spearhead of the new £1million campaign covering online as well. Devised (again) by the cleverheads at Mother, the spot flits from situation to situation with the inspired choice of Peepshow's David Mitchell as the voice of Pablo. Speaking of the campaign, Sarah Graham, FRANK spokesperson and addictions therapist, said: No animals were hurt in the creation of this ad - unlike in the cocaine trade. Some young people may perceive cocaine to be a harmless party drug but they don't realise the destruction it causes. Users can suffer serious harm to their mental and physical health, while the cocaine supply chain also harms people and the environment. Humorous and witty without talking-down, the spot is a definite winner in our books.
BRAIN WAREHOUSE
Using the concept of a ‘Brain Warehouse', a place where cannabis damaged minds can be swapped for new models, this ad from 2006 follows a curious shopper, relentlessly pursued around the store by a (somehow even more sinister than normal) mobile-phone-esk salesman. Using an empty shop as the location, Stink London's Neil Harris creates a disturbingly imaginable, if not feasible, portrait of the future, but cleverly forgoes any overtly sci-fi imagery. Disconcerting yet effective, this spot certainly lingers in the mind.
‘Cause we like the campaign so much, we thought we’d showcase a couple of the other standout spots from the past too.
PABLO
Following the investigative exploits of Pablo - The Drug Mule Dog, this TV spot was the spearhead of the new £1million campaign covering online as well. Devised (again) by the cleverheads at Mother, the spot flits from situation to situation with the inspired choice of Peepshow's David Mitchell as the voice of Pablo. Speaking of the campaign, Sarah Graham, FRANK spokesperson and addictions therapist, said: No animals were hurt in the creation of this ad - unlike in the cocaine trade. Some young people may perceive cocaine to be a harmless party drug but they don't realise the destruction it causes. Users can suffer serious harm to their mental and physical health, while the cocaine supply chain also harms people and the environment. Humorous and witty without talking-down, the spot is a definite winner in our books.
BRAIN WAREHOUSE
Using the concept of a ‘Brain Warehouse', a place where cannabis damaged minds can be swapped for new models, this ad from 2006 follows a curious shopper, relentlessly pursued around the store by a (somehow even more sinister than normal) mobile-phone-esk salesman. Using an empty shop as the location, Stink London's Neil Harris creates a disturbingly imaginable, if not feasible, portrait of the future, but cleverly forgoes any overtly sci-fi imagery. Disconcerting yet effective, this spot certainly lingers in the mind.
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