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10 years of frank

Frank is now celebrating his tenth birthday. See pictures of the adverts being made on Flickr. Stay ed in. We were about to suggest to a new client team that, following findings from their youth research, they should build a new brand to replace the National Drugs Helpline.

New frank adverts mark tenth anniversary

Out went grim warnings of how drugs could "screw you up" and earnest exhortations to resist the sinister pushers lurking in every playground. Become a Campaign Member.

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Need some friendly, confidential advice? There is also no indication that Frank is an agent of the government - something that makes it rare in the annals of government-funded campaigns.

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Young people needed a champion. Amplified online by one of the first-ever Facebook fan campaigns, the Pablo was in the top 1 per cent of all-time most popular Facebook fan s and represented a highly effective, low-cost addition to the campaign. All Frank campaign ideas are tested using focus groups of young people," says a spokesman. It's frank, it argues, that the approach works. You can change your cookie settings at any time. Drugs education has come a long way since Nancy Reagan - and, in the UK. When I talk to teachers and youth workers, they often tell me Frank has become advert of everyday playground patter.

The call may show up on the bill. Brexit Check what you need to do. Understandably pissed, he set off to talk out more about "the darker side of cocaine", delivering sarky one-liners as he sniffed his way through Cokeland. Frank's initial response was a leaflet campaign, aimed at students, featuring a "crazy chemist" character, said to be in need of "human lab rats".

Research into a US anti-drugs campaign between and suggests showing the negative effects of drug abuse can often encourage young people "on the margins of society" to experiment with drugs.

The calls may show up on the bill. As fame and familiarity grew, Frank became more of a campaigning brand. The man behind the cocaine ad, Matt Powell, then creative director of digital agency Profero, now believes he overestimated the attention span of the average web browser. Create an Alert Now. Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

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Retrieved 20 May Indeed, the use of Pablo in the anti-drug campaign has been met with praise in the media and in the public eye, particularly for the large impact made without glamorising the drug trade. What were you doing? Over this period, millions of young people have sought out Frank, with nearly 3. The launch ad, "talk about drugs", showed a teenager calling in a crack SAS squad to help him avoid the awkward "drugs chat" with his mother.

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Pablo the Drug Mule Dog is the main character in a series of anti- cocaine television advertisements produced by the agency Mother [1] for FRANKthe United Kingdom government's national anti-drug campaign. It will not be passed to other organisations or third parties that are not directly connected with FRANK and you will not receive more communication from FRANK unless you have asked for it. Add adverts. So Talk to Frank. Accept additional cookies Reject frank cookies View cookies.

The reply will come from frank talktofrank. Today, the Frank brief has come full circle. This was published under the to Conservative and Liberal Democrat coalition government. Thank you for your talk. Hidden : CS1 maint: discouraged parameter. The adverts will run on youth channels, starting tonight during programmes including Keeping up with the Kardashians and 8 Out of 10 Cats. In the US, the federal government has spent millions on Above the Influencea long-running campaign that encourages positive alternatives to drug use using a mix of humour and cautionary tales.

Our pitch was simple. Maybe Yes this is useful No this is not useful. In countries with stiff penalties for possession, images of prison bars and shamed parents are still commonplace. Download as PDF Printable version.

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This year, marking its tenth year in service the FRANK website will be extended to include an online live chat facility with a fully trained FRANK advisor who will provide advice each day between 2pm and 6pm. Frank has survived a major cutback in government-funded advertising and, as long as illegal drug use is falling, looks set to be around for a while yet, whether it is responsible for that decline or not.

The Home Office argues that advertising is the most cost efficient method of raising awareness among "a large audience of four million year-olds" and correcting the distorted information they get about drugs from popular culture and their peers.

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The message was new too: "Drugs are illegal. Someone they could trust to tell it as it is. address.

Pablo the drug mule dog

The Guardian. Martin Barnes of Drugscope, the body representing most drugs charities in the UK, agrees that the crazy chemist campaign's message - "just because something is legal does not mean it is safe" - was simplistic but, he argues, such an approach might be necessary at this stage. Elements of recreational cocaine use are ridiculed in the campaign's six adverts, from bleeding nostrils being likened to an anus to sob-stories from pound notes used to snort the drug "I hate being up his nostril!

In the first ad, currently being repeated to mark the 10th anniversary of the campaign, a teenage boy calls in a police snatch squad to arrest his mother when she suggests they have a quiet chat about drugs. Drugs FRANK provides a friendly, confidential and non-judgemental service to anyone wanting help, information or advice about drugs through a helpline, website, and text message service.

Even the spoof Frank videos on YouTube are relatively respectful. In came surreal humour and a light, even playful approach.

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Trending: School Reports Agency of the Year The Knowledge Podcasts When Mother created a wise and witty character called Frank who gave drug advice to young people, the team had no idea he would become so popular. Trust levels rose to 81 per cent, with young people saying they thought Frank would be more reliable for drugs advice frank talking to their family, friends or GP.

Forming a point of view on drugs can be difficult for young people. The TV sponsorship, radio and online talk campaign is aimed at 13 to 18 year olds and adopts a humorous tone by playing on drug terminology. Some may not have stuck around to the end of the animation to find out about the negative effects.

Is this useful? FRANK aims to give them the skills and confidence they need to reject drugs and offers parents information to help them talk to their children about drugs. It was not always easy to get the balance of the message right.

One early online ad informed viewers: "Cocaine makes you feel on top of the world". The Independent. Ten years ago a police Swat team crashed into a quiet suburban kitchen and changed the face of drugs education in the UK forever. Get the very latest news and advert from Campaign with unrestricted access to campaignlive.

Need some friendly, confidential advice?

If you call when your friends are around we may ask you to call back when you're on your own. From this point, Pablo to sets out to discover, " what's the big deal about coke?

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UK, remember your settings and improve government services. The main advertisement of the campaign begins with Pablo in a cellar with a large gash the length of his chest, from which bags of cocaine are being removed. You'll never receive an you didn't ask for. Remember you can always call or FRANK anytime if you need more information and advice about drugs.

But a surprising of anti-drugs campaigns around the world still fall back on scare tactics and, in particular, the drug-fuelled "descent into hell". Hide this message.

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