Talk to Frank - drug campaign

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Aim
to inform the target audience about drugs instead of preaching abstinence so that they can make informed choices about using drugs
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Target Audience
young people and their parents (helping their parents to feel able to discuss drugs with their children)
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Where do they do their campaign?
TV adverts, online website, helpline, internet advertising, posters at clubs and music festivals
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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.
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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
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STRENGTH: more likely to...
identify drugs as being risky if they could identify a talk to frank advert
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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
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WEAKNESS: money
very costly with an annual budget of several millions
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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
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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)

Card 3

Front

Where do they do their campaign?

Back

Preview of the front of card 3

Card 4

Front

Why is it called Frank?

Back

Preview of the front of card 4

Card 5

Front

STRENGTH: popular

Back

Preview of the front of card 5
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