Mother created new work for FRANK, which aims to encourage young people to seek accurate and impartial information about drugs.
The work, which ran over across print, radio and online aimed to building awareness, trust and affinity among an audience of 11- to 18-year-olds.
The radio ads featured young people asking for advice from unlikely characters, such as their gran or their parrot, to communicate the idea that only FRANK knows the right answer to questions about drugs. For out-of-home, an iconic series of posters graphically poses nonsensical drugs questions such as ‘How long is a line of coke?’
The digital work, which re-used classic executions from previous FRANK campaigns, features three 10-second films that showed the effects of drugs in unusual scenarios to comedic effect, with the voice over ‘Nobody knows how drugs will affect them. If you’ve got any questions about drugs Talk to FRANK.’ A 30-second film, designed for pre-rolls and VODs, showed a young man calling in the SWAT team when his mother triefd to talk to him about drugs. The film’s voiceover says ‘Drugs are illegal. Talking about them isn’t – so talk to FRANK.’