UK National Drugs Helpline: Campaign Analysis

Frank is the campaign name of the UK National Drugs Helpline, jointly commissioned by the Department of Health and the Home office of the British Government in 2003. The campaign launched as a response to research suggesting the National Drugs Helpline wasn’t accessible or known enough to be successful in order to fulfil the aims (Wheeler, 2013), as suggested by Health Minister Hazel when she stated "The days when we could simply tell people how to live their lives are long gone. That kind of campaign simply doesn't work’. Reducing drug use in young people has always been key strand in government anti-drug strategy. In 2003, Frank’s aim was to reduce the use of Class A drugs and use of other substances in young people (Browne, 2013).

The fact that Frank provides a free, confidential, credible and honest service means that young people can trust the information and therefore are more likely to turn to Frank for advice regarding drugs than to turn to an uneducated friend or family member (Browne, 2013). Young people have an objective and non-judgmental agency available to check questionable drug knowledge and confirm it as fact before making their own judgement. With Frank, people have the option to check side effects with a trustworthy agency rather than trying it out for themselves. All of this means that there is a higher chance of young people avoiding drug use and potentially avoiding

These include an online live web chat, 24 hour helpline, informative website, posters, radio and television advertisements – all of which published in places known to be popular with youths. Whilst all advertisements encourage potential users to ‘talk to frank’ to instigate first contact, web chat and helpline services provide person-centred, non-judgmental support from an informed advisor in order to cement a strong and trustworthy relationship. Subliminal methods are used heavily within the campaign. The name Frank itself refers to the word meaning open and honest, encouraging people to trust the agency. Colloquial language in common dialects serves to aim directly at young people, with FRANK attempting to seem like a ‘trusted older brother’ figure. Frank himself has remained anonymous in the 12years of his existence. This purposefully avoids him being the target of mockery for being ‘un-cool’ and therefore lack credibility amongst youths (Wheeler,