to inform the target audience about drugs instead of preaching abstinence so that they can make informed choices about using drugs
1 of 9
Target Audience
young people and their parents (helping their parents to feel able to discuss drugs with their children)
2 of 9
Where do they do their campaign?
TV adverts, online website, helpline, internet advertising, posters at clubs and music festivals
3 of 9
Why is it called Frank?
synonym of honest in order to relate to the teens so they see the campaign as honestly about drugs. also, as it is a human name the campaign feels more approachable.
4 of 9
STRENGTH: popular
very popular: from 2004-2006 there were over 10 million hits on the website and over 1.5 million calls on the helpline
5 of 9
STRENGTH: more likely to...
identify drugs as being risky if they could identify a talk to frank advert
6 of 9
STRENGTH:
present on many forms of media which means they are likely to come into contact with a very large amount of their target audience
7 of 9
WEAKNESS: money
very costly with an annual budget of several millions
8 of 9
WEAKNESS:
some adverts are too extreme e.g. suggest you can feel full negative effects of weed from one hit which is inaccurate and limits the credibility of the campaign
9 of 9
Other cards in this set
Card 2
Front
Target Audience
Back
young people and their parents (helping their parents to feel able to discuss drugs with their children)
Comments
No comments have yet been made