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Welcome to this 1st birthday issue of the FRANK Action Update – a look back
on the first year of the FRANK campaign and a look forward to what’s to come.

Since the launch in May 2003, FRANK’s first year has been a hive of activity. With 1.5 million visitors to the
website (, over 380,000 calls to the helpline and nearly 4,500 individuals and projects
registered with the campaign, FRANK has started to gain a real and credible presence. This achievement is
largely due to the hard work put in by local projects across the country and we send our heartfelt thanks to
all of you who have been promoting FRANK in your area.

In this issue you will find a review of the key FRANK activities from the past 12 months and an overview of your
feedback on the materials and the campaign in general. You will also find topline statistics from various research
studies that have investigated the effectiveness of FRANK in communicating the drugs message to young people.
And, as we celebrate the 1st anniversary of the campaign, we have taken this opportunity to profile some of the
fantastic ideas that have been developed locally by projects. We also give you ideas for leisure time, sport and
holiday activities. As the campaign enters its second year, we hope this Update gives you inspiration to continue
to promote FRANK in tandem with your local activities.

FRANK IN ACTION Feedback from the public and local networks about the 1st year
of the FRANK campaign 2
MOVERS AND SHAKERS Snapshots of positive practice from the field 5
VITAL STATISTICS Statistics, trends, insights and the year ahead for the FRANK campaign 8
IDEAS FOR ACTION Ideas and inspiration for media work and local awareness 14
USEFUL RESOURCES Useful contacts, publications, resources and websites 20

FRANK ACTIVITIES Activities and ideas for work in one–to–one, groupwork settings,
and for media briefings
FRANK TIPS Info and advice sheets for young people and campaign planning
Holiday Highs
Campaign Checklist
MORE FRANK Order your FRANK resources
NOMINATION FORM Nominate local projects for the FRANK Stakeholder Awards

The core audiences for the FRANK Activities and FRANK Tips in this issue are young people aged 11–21
and parents of 11–18 year olds.
FRANK Action Update – Happy Birthday FRANK! 1

The FRANK campaign is a three-year joint initiative from the Home Office and
the Department of Health and is supported by the Department for Education
and Skills. Launched on 23rd May 2003, FRANK aims to help young people
understand the risks and dangers of drugs and drug use and point them in
the direction of sound advice and help. In addition, the campaign seeks to
give parents the facts about drugs to enable them to talk to their children
about these issues with confidence. FRANK also aims to support the work of
professionals working with vulnerable young people. The campaign focuses
on Class A drugs and targets 11-21 year olds, parents of 11-18 year olds and
incorporates a helpline – 0800 77 66 00 – and a website –

For news on how FRANK is progressing, and details of future plans, make sure you
register at


The campaign was launched with a series of The FRANK advertising first launched on TV with
TV, radio and print adverts. Thanks to ongoing a series of humorous ads encouraging people
support from advertising, PR and a plethora to talk about drugs. The advertising was then
of local initiatives, FRANK’s reputation - as the extended into radio, print and ambient media.
no-nonsense, non-judgemental source of drugs Potentially, about 98% of 11 - 18 year olds have
information and advice - been reached 22 times through the advertising
has spread quickly. Nearly with ads appearing in 23 youth titles and
www.talktofrank 4,500 people and mentions of FRANK on over 100 TV channels
won Yahoo! projects are now and 68 radio stations. Whilst feedback has
Best Educational registered with suggested that some parents would prefer a
website 2003 the campaign at harder-hitting approach (although most and understood the value of using humour), the
over 1.5 million visitors advertising has proved particularly popular
have logged on to The among teenagers. In evaluation studies,
helpline has answered more than 380,000 calls teenagers have overwhelmingly expressed that
and the campaign now has access to 1,969 - based on their perceptions of the adverts -
referral organisations on the drug services they would expect FRANK to give honest,
database. This has been an encouraging first friendly, impartial advice. They also felt that
year but we are aware that there is more work FRANK would give the facts about drugs rather
to be done. Over the next few pages, we look than telling people what they should think.
at some of the key areas in which FRANK has
been working this year as well as some of the FRANK was featured on 112 television
learning from the past 12 months. First, let’s look channels reaching 79% of 11-18 year olds
at general impressions of FRANK so far. an average of over 8 times

2 FRANK Action Update – Happy Birthday FRANK!

PR activity has reached approximately 70% of
the population and, on average, each of these
people has had the opportunity to see FRANK
in the media 8 times. 1,159 articles about FRANK
have appeared in the press so far, many of these
in local papers. Key stories generating the most
coverage included the launch, an online poll
CURLING LAUNDERETTE about parents talking about drugs, a
Christmas/New Year party safe (polydrugs)
message and the
reclassification of
cannabis. FRANK was
advertised on 68
To date, 5,500 outdoor radio stations.
posters have The ads reached
publicised FRANK on 72.1% of 11-18 year
sites throughout the olds who heard
country and the them an average
posters have of 15 times
appeared in over
1,000 pubs and clubs.



In March 2004, the

FRANK TV ad ‘Worried’ won a
British Television Advertising Award
FRANK has appeared in 23 magazines
reaching 64.7% of 11-18 year olds and seen
an average of more than 6 times

FRANK Action Update – Happy Birthday FRANK! 3


The success of the campaign so far has been largely due to the hard work put in by projects
across the country to incorporate the FRANK message into local drug and alcohol work. The key to
raising awareness about drugs and changing behaviour is what happens locally. FRANK wants to
thank all of you for your support and for developing such innovative approaches for using FRANK. It
couldn’t have been done without you! See ‘Movers and Shakers’ for an overview of some of the
excellent initiatives that local projects have been running to promote FRANK.

I wasn’t sure at first because awareness of
FRANK seemed to take a long time to spread,
This is a great site. Your tone is just right – not but now we’re hearing of a lot more cases of
patronising and telling it how it is. Nice, clean people who have got good information from
navigation. them or been referred along the line to an
E-mail about appropriate agency.
Local drugs worker talking about the campaign

Statistics are always useful. I use them when

I’m doing parent awareness evenings. Parents I ran some training for young people as
have pre-conceived ideas and it is useful to drugs peer educators last weekend. They
give them a reality check. phoned the FRANK helpline and were really
Drugs worker commenting on the Action Updates impressed by the responses they obtained.
For me that was a very positive experience.
Education worker’s feedback on the helpline

It’s satisfying for us as drugs workers to feel

confident that when clients contact FRANK FRANK would like to thank all those who have
they are getting good information. given feedback on the campaign over the
Comment on the helpline from a local drugs worker past year and who have shared some of their
ideas and activities. Please keep it coming as
FRANK heads into year two. We need to know
what you like and what you don’t like, what
Your TV ads make drug users look idiotic, you think works or doesn’t work and,
detached and laughable. This is not what I importantly, your suggestions for activities and
want my parents to think of drug users before materials that you would like to see developed.
they’ve even bothered to find anything out. This feedback is essential in helping to ensure
E-mail from a student about the TV advertising that the campaign is tailored to your needs
and is as effective as possible.

Keep in touch! Tell us what you’re doing – and what people are saying locally about FRANK –
by emailing at

4 FRANK Action Update – Happy Birthday FRANK!


Local partnerships, schools, police and agencies around the country have
been putting FRANK on the map locally through a variety of innovative
activities. From summer-long campaigns on the beach to link-ups with rugby
and football teams, web links, drama initiatives and awareness programmes
in clubs, your work locally has been integral to the widespread visibility of the
FRANK logo and message. In this section we profile just some of the great
FRANK initiatives that we know of that have been taking place at a local level
over the past 12 months. We would like to thank everybody in the field for all
their enthusiasm, hard work and support during the first year of the campaign.

Somerset DAT in
Barking & Dagenham Youth Offending Team
‘FRANK the tank Information packs with FRANK materials for
engine’ float at the all the young people they see and info for
local Bridgewater parents following their child’s assessment.
carnival with FRANK’s
details on carrier bags, Bedfordshire DAT
balloons and t-shirts Series of infomercials on local radio promoting
and even down the FRANK and local services resulting in the
middle of sticks of rock! creation of a Bedfordshire DAT Communities Line.

Bolsover District Council Derbyshire

Knowsley DAAT spread FRANK advice stand at a local shopping
the word centre, working in partnership with
Connexions and local treatment services.
20,000 FRANK
bookmarks advertising Brighton & Hove Communities Against Drugs
the campaign through FRANK information distributed to local drug
local library services. and youth services as well as colleges, GP
surgeries and taxi firms across the city.

Starry-eyed in Bedford! Collet School, Hemel Hempstead

Teachers used FRANK to raise drug
Bedfordshire DAT awareness among students and parents after
enlisted the help of a pupil ended up in hospital through
‘Posh and Becks’ look- experimenting with solvents.
alikes to generate
excitement and Connexions, County Durham
provide a hook for local FRANK materials distributed to Connexions
media to promote advisers and schools in the county.
FRANK at Christmas.

FRANK Action Update – Happy Birthday FRANK! 5


Warwickshire keep up
to date Cumbria Police Community Unit
FRANK used in community settings and in
Warwickshire DAT schools to bring about greater understanding
update their FRANK of drugs and their misuse.
posters every three
months to give the Devon & Cornwall Connexions
latest information and FRANK incorporated into training for new
keep awareness going. personal advisers via a CD Rom.

Doncaster Drug Education Project

‘Tell FRANK’ event for 88 young people
focusing on self-esteem and drug awareness.
Premiership players
support FRANK in Essex Police
Bexley FRANK in pubs and clubs through the county
promoting drug awareness and warning
Bexley DAAT join forces about the dangers of drink-spiking.
with Charlton Athletic
FC’s Community Gateshead
Scheme to target FRANK on and inside buses, bus tickets, bus
primary and shelters, the Metro and at the bus terminus.
secondary school
children with drug Government Office South West Drugs Team
awareness messages. FRANK promoted on beaches in Cornwall all
through the summer plus FRANK photo
competition and a FRANK DJ competition.

Grantham and District Hospital

FRANK leaflets and posters in the pharmacy.

Hertfordshire DAT
FRANK presence at North Herts College and
FRANK football project for young people with
Stevenage Football Club.

Hull Community Drug Prevention Project

Community day providing FRANK advice and
info on local drug services. Young people
FRANK on the road in Nottingham devised their own FRANK adverts and made
a FRANK sculpture.
FRANK trams in Nottingham as part of a wider
campaign with ads on buses and radio, Kent DAT
posters and letters in schools and local offices. FRANK advertising in their local paper
and a stall at the Kent Show.

6 FRANK Action Update – Happy Birthday FRANK!

Hats off to Hertfordshire
Leicester City Local Education Authority
As part of a Substance misuse team using FRANK
consultation process to activities in the formal induction of primary
develop a video on school pupils moving to secondary school.
drugs and crime, these
hats were produced Leicestershire Police Community Unit
and young people Working with nightclubs in Leicester that hold
enlisted to help spread events for under 18’s. FRANK stickers are on
the FRANK message. hundreds of give-away prizes.

Making waves in the Merton DAT

South West FRANK posters in bus shelters and advertising
the service to blind and partially sighted
Government Office people via the local newspaper.
highlighting FRANK on North East Lincolnshire DAT
surfboards, t-shirts and FRANK party for 2,000 young people at Butlins
banners as part of in Skegness including sessions on drug
their drugs awareness awareness and healthy living.
campaign on
Cornwall beaches. Swindon Crime and Disorder Team &
Neighbourhood Safety Team
Positive Futures in FRANK used in community education for
Manchester families affected by drugs and/or crime.

Manchester Leisure Telford Community Safety Project

Positive Futures Sports FRANK leaflets with drug awareness and personal
Development team safety messages designed by young people.
working to keep drugs
out of sport. The FRANK Welwyn & Hatfield PCT
logo appears on 5-a- FRANK at public exhibitions including a
side football kits, disability day and a health improvement
basketball tops, water conference for the community.
bottles, basketballs,
footballs and Woodbridge Young Offenders Institute
promotional banners. FRANK information is given to prisoners on
their release. FRANK facts are also used in
Do you know of a local project that you’d like one-to-one drug awareness sessions and the
to shout about? Check out the Stakeholder postcards used by the young people when
Awards as featured on page 13 in this pack they write home.
and nominate projects that inspire you.

Contact details for local Drug Action Teams can be found online at

FRANK Action Update – Happy Birthday FRANK! 7



Research conducted into the campaign’s first across. Studies have analysed the reaction to
year suggests that the website FRANK from both young people and from those
and the helpline, support and materials have who work with them, as well as from parents
generally been well-received and have been and carers. Over the next pages we have
considered effective in getting the message extracted some of the main findings.

FRANK has been researched intensively through Teenagers and parents of all backgrounds
every stage of its development with shared many views about FRANK and it is useful
representative samples from various segments to bear the following key perceptions in mind
of the target audience in different locations when developing your local FRANK activities.
(metropolitan, urban and provincial) across
England. Throughout, the research has sought • FRANK’s warm, human and empathetic
views on the nature of FRANK and the character makes it easier for people to make
campaign as a whole, as well as exploring contact
reactions to specific activities such as the radio • for all young people FRANK’s credibility rests
and TV adverts, print and ambient materials. on seeming to ‘know the score’ in relation
Approximately 320 teenagers and 100 parents to drugs
- with varying attitudes to drugs and a range of • FRANK also understands what it’s really like
experiences of them - have been interviewed to be a teenager, or a parent of teenagers
to date. Discussion groups have also taken • FRANK does not (and should not) judge,
place with 110 stakeholders (including lecture, or instruct
representatives from DATs, GODTs/Government • humour is a powerful tool, although drugs are
Departments and NGOs) and a cross-section not a laughing matter
of 188 vulnerable or marginalised young • the name ‘FRANK’ has connotations which
people (aged 12-23 years). This included care describe the type of conversation those who
leavers, young offenders, young homeless living make contact would like to have (eg open,
in hostels, school excludees and truants, honest and down to earth)
children of drug-using parents, refugees and
sex workers. It also comprised a wide cross-
section of black and minority ethnic groups
and mixed races.

8 FRANK Action Update – Happy Birthday FRANK!

Some marginalised young people raised
certain points that are particularly important • help to counteract the influence of peers
to take into consideration when trying reach which makes young people feel they
them with the FRANK message. must take drugs in order to ‘fit in’
• attack the perception that dealers are
Vulnerable or marginalised young people ‘your mates’ and care about their customers
are likely to have different attitudes towards and the purity of the drugs they sell
using FRANK. Many already have access to • communicate the ease with which it is
information and support about drugs through possible for young people to make a few
professional youth and drugs workers who ‘wrong choices’ and destroy their health,
they trust. employment prospects, ties with their
families and friends and even, at worst,
When it comes to drug use, these groups are find themselves homeless and/or turning to
at risk at a much younger age than for the theft and prostitution to feed their habit.
general population.

The tone and content of any FRANK

communications specifically for vulnerable WWW.DRUGS.GOV.UK
or marginalised groups needs to take
account of their special experiences of life People registering for the FRANK campaign via
and use of drugs. Many find it difficult to have been from a wide
associate ClassA drugs with humour in any variety of professions ranging from health care,
way since they have often witnessed at first counselling, outreach and rehabilitation to
hand the misery and desperation that can police, parents and carers. Almost 45% work in
be brought about by problematic drug use. education, health promotion, youth work and
primary care. The campaign page of
Apart from those who live rough most of the is the 8th most viewed page
time, marginalised young people are similar on the site.
to other teenagers in their exposure to a wide
range of media.
The two most popular campaign leaflets
Ambient and outdoor media is particularly ordered through the website are:
appropriate for targeting all teenagers and •Drugs – What the Law Says
particularly for vulnerable or marginalised •FRANK Action Update – Cannabis
young people. Stickers on lampposts and in
bus shelters, posters in pubs and clubs and in
toilets, and other such approaches, can reach
young people in their own environment, and
in places where drugs are likely to be
encountered and used.

FRANK Action Update – Happy Birthday FRANK! 9


THE WEBSITE has received 1.5 million
visitors since it went live in May 2003. It offers a
plain speaking guide to drugs and how to get
help as a user, concerned friend or relative.
And, the site has won a Yahoo! award for best
educational site. In a survey of those drugs
workers who had attended FRANK briefings or
registered on the website:

• 70% had logged on to

• 74% of those found it very good or fairly good
to use
• 71% thought that the information was very
good or fairly good
• 58% thought it was very good or fairly good as
a gateway to information or support services

THE HELPLINE – 0800 77 66 00

From its launch in May 2003 to the end of The top five query categories were:
March 2004, the FRANK helpline (open 24 hours
a day) received over 380,000 calls. In an
average month, the helpline deals with a wide
variety of requests for information and advice Male Female
on a host of drug-related issues. Here are
figures from February 2004 to give you an idea 25
of a typical month’s activity:
Cannabis reclassification 6% of calls

Total number of calls in the month: 38,213

Average number of calls per day: 1318
Drugs (not specific) 6% of calls
Cannabis general 23% of calls

Cannabis general 20% of calls

16% of callers were aged 16-25, the largest

single group
13% of callers were aged 26-35, the second 15
largest group
Cocaine 10% of calls

Cocaine 12% of calls

Heroin 10% of calls

Heroin 14% of calls

Ecstasy 6% of calls

Crack 6% of calls

The most popular requests for literature
from the helpline were:
1 ‘The Score: Facts about Drugs’ 5
2 ‘Drugs the Facts (age 11 to 14)’
3 ‘A parents guide to drugs and alcohol’

10 FRANK Action Update – Happy Birthday FRANK!


Caller profile: Male 44 years Caller profile: Male 21 years

Call duration: 7 minutes Call duration: 10 minutes

“I’m concerned about my 12-year-old son. “I am withdrawing from heroin and want to know
I think he may be using drugs. It might be some of the side effects that I may expect.”
cannabis but I’m not sure. My neighbour told
me that he had caught my son with a group said…
of boys sniffing fumes from a tin can over a The adviser advised on some of the effects
fire and he has become sullen, and is getting the caller may encounter and how long they
thrown out of school classes and getting very may last. They discussed at length how he has
aggressive.” been coping on a daily basis and what kind
of support he has from family and friends. He
said… has been attending a local drug agency for
The adviser told the caller that this sounded ongoing support, but due to the withdrawal
more like solvent misuse but not to discount symptoms he has been unable to leave the
cannabis either. He gave the caller details of house at the present time. He feels that he is
the effects and risks of both and advised him making progress and has been offered a flat
to sit down with his son and have a discussion from his local housing office, giving him the
about drugs. He also gave the caller contacts opportunity to regain his independence
for a parent support group and ‘Re-solv’ for and boost his self-confidence as he is living
solvent misuse. with his mum at the moment. The adviser
felt it was a very positive call, giving support
and encouragement when appropriate.

Caller profile: Female 65 years

Call duration: 20 minutes

“My grandson is using cocaine on a daily The adviser suggested she try to discuss the
basis. I am really worried about him and matter calmly with her grandson. Advice was
would like some information regarding the given regarding the psychological addiction
help that is available for him.” to cocaine. The adviser highlighted the role
of drug agencies, so that she could pass this
said… information on to him, and also to possibly
The adviser discussed the situation with the seek some support for herself and other
caller and information was given regarding members of the family.
the effects, risks and withdrawal from cocaine.

FRANK Action Update – Happy Birthday FRANK! 11



The FRANK seminars and briefing meetings
were designed to engage and inspire anyone
who works with drugs and young people and
have taken place in Exeter, Newcastle, London,
Manchester, Birmingham, Derby and Liverpool
to date. Feedback from the first round of
seminars, which took place prior to the launch,
has been extremely encouraging. 92% of those
who attended found the briefings useful and
89% of those expressed interest in attending FRANK Action Updates have been produced
future briefings. Presentations from the seminars on a regular basis throughout the first year of
are available to download from the campaign, each focusing on a specific theme, such as cannabis, diversity or the family.
/MeetFRANK. The Updates are designed to help FRANK be
incorporated into local drugs awareness
activities. The packs include statistics on the
It was good to see examples of the adverts issues covered, examples of good practice and
and designs and understand the thinking ideas for local action and media work. The
behind them. responses from those using the packs have
been generally positive and some useful
suggestions for improvements have been put
forward. Naturally, different people use the packs
It was interesting to hear the background to in different ways depending upon the time and
the rebranding and be reassured that this has resources available to them. Elements of the
come from a group of young people. I was Updates that stakeholders have particularly
pleased that the campaign had been road liked include profiles of work by other projects
tested, as it were, with young people and (Movers and Shakers) and the activity sheets,
taken their views and opinions into account. especially for showing practical examples when
training workers to engage with young people.

Feedback has indicated that some projects

I think I got enthusiasm from it. I came away may be put off by some of the more ambitious
feeling like ‘yes, this is really positive and it is ideas due to lack of resources. In response to this,
something that is alive.’ we have included a broader selection of
‘Movers and Shakers’ and, in the ‘Ideas for Action’
section and loose sheets, you will find suggestions
Campaign briefings will continue to take for tailoring your activities in line with your
place on an ongoing basis. See the regular resources. For easy reference, we have termed
e-mail updates for details of dates and venues. them level 1, level 2 and level 3.

57% of workers have incorporated FRANK into

their local action. 70% of these feel that this has
been successful.

12 FRANK Action Update – Happy Birthday FRANK!


NEWSFLASH! FRANK Year two of the campaign will seek to build on

STAKEHOLDER COMPETITION the successes and learning from the first year.
Advertising and media activity will take place
The FRANK Stakeholder Awards launch on throughout the summer to coincide with school
Monday 24th May to recognise all the hard holidays, and additional ambient media items
work put in by local projects and to kickstart will be developed. This year, FRANK is also looking
the campaign into year two. The closing date to strengthen its partnership activities and, to
for nominations is 18th June 2004, after which date, the following initiatives are planned.
all the nominated projects will be presented
for you to vote on the project of your choice. • FRANK partnerships with Sainsbury's
There will be one winner from each region, • FRANK branded competition on Channel U TV
and an overall national winner. See the • FRANK tissue packs at festivals
FRANK action update e-mail for more details. • FRANK branded case study to feature on
mykindaplace website
Nominating a project • FRANK partnership with Habbo hotel website
Log on to
Awards/Form and nominate a project you Themes for FRANK Action Updates will include
feel has made a valuable contribution to the understanding crack, communicating with
FRANK campaign. The project should have hard-to-reach groups, health and Christmas,
already commenced but does not have to diversity 2, community in partnership and music,
be fully completed. You can submit as many fashion and design. In addition, FRANK seminars
projects as you like (including your own!) but and briefings will run throughout Autumn 2004
each project should only be submitted once. to keep you updated on the latest news,
research and developments of FRANK. They will
Terms: (i) The winners should be prepared to take part in include research findings, details of new creative
some promotional activity, although anonymity of clients
developments and the opportunity to share
will be respected. (ii) All nominations may be used by
the FRANK campaign in published materials to
good practice with other organisations. Look
demonstrate best practice. (iii) We reserve the right to out for the FRANK update emails for further
edit and reject nominations for publication. information, dates and venues nearer the time.


To celebrate FRANK’s 1st of this pack or call 08701 555 455 and quote
birthday, 3 special items are product code 40120).
included with this pack – a
card, poster and ‘stamps’. Display your ‘We are One’ poster in your
Birthday card
workplace to remind people of their
Send a FRANK Birthday card to colleagues contribution to the campaign. You could use
or anyone who has supported your work this the FRANK ‘stamps’ on any correspondence
year or to send along with invitations to a you send around the time of FRANK’s
FRANK birthday party or event (see Ideas for birthday or for any event that you are
Action). Additional copies are available to organising to mark the next phase of your
order – see the More FRANK form at the back local campaigning.

FRANK Action Update – Happy Birthday FRANK! 13


As the FRANK campaign enters its second year, now is a good time to take
stock, to look back on the past year’s activities and build on your successes.
This campaign planner helps you to identify one of three levels of action
you can take, depending upon the time and resources available to you:
level 1, level 2 or level 3. All of the ideas for action in the following pages
can be tailored accordingly.

The levels are simply a guide to help you set your WHAT STAFFING DO I HAVE?
goals. Budgets, time and resources available will
differ from project to project and at different Level 1
times of the year so you will be able to invest in Fairly limited and we are all stretched
a campaign initiative more at some times than to breaking point.
others. You may also find that your resources
are a mixture of the levels. For example, you Level 2
may have level 3 staffing but level 1 in terms of Fairly limited but we would be willing to devote
funds. However, it can be useful to ask yourself a bit more time to local campaigns.
the following questions as a guideline to judge
the overall level most appropriate for you. Level 3
I can commit people to campaigning who
WHAT DO I REALISTICALLY WANT are proactive and organised and able to give
TO ACHIEVE WITH THIS CAMPAIGN? a fair amount of time to planning, organising
and monitoring any campaigns.
Level 1
I want to make more local people aware WHAT RESOURCES DO I HAVE?
of the services we offer.
Level 1
Level 2 Fairly limited, and largely committed to existing
I want to make more local people aware projects.
of the services we offer and to develop new
relationships with other organisations working Level 2
in the field. We have a bit of spare budget that could
be used for campaigning.
Level 3
I want to make more local people aware of Level 3
the services we offer and to develop new We can allocate funds and resources to an
relationships with other organisations working ongoing campaign. We can make sure it is
in the field. I also want to generate high levels budgeted for and monitored.
of media coverage and to establish a more
prominent position for my organisation in the
community. I want this to be ongoing and
longer term and to build over time.

14 FRANK Action Update – Happy Birthday FRANK!

Level 1
Level 1 None to speak of.
None to speak of.
Level 2
Level 2 They have covered our work on the odd
One or two and looking to develop these. occasion. Would like more positive coverage.

Level 3 Level 3
We have good working relationships with We have fairly regular contact with them and
several local organisations and are keen know one or two journalists reasonably well.
to develop these and others further. They have covered our work in the past and
we are hoping to get some more prominent
coverage in the future.


Look back Schedule
What did you do in the first year of the campaign Break down any actions you need to take into
that worked really well? Why did it work? manageable chunks. Work backwards from the
date of your campaign action to where you
Research are now. Set deadlines.
What do you want to communicate in FRANK’s
second year? Are there any ideas from previous Measure
Action Updates which grab your attention? Monitor the results of your actions.
Brainstorm ideas with colleagues. Look at events
happening in the coming year in your area Evaluate
that could provide possible links with what you Look back on your campaign action. Make a
want to do. Look through local papers for the note of what was successful and what wasn’t.
types of stories they are covering. Think about Do not get discouraged if something wasn’t as
national stories that cover the issues you work successful as you had hoped. This could be for
with and see if there could be a local angle. any number of reasons outside your control.

Goals Learn and share

Set yourself campaign goals which are realistic Take on board any lessons learnt and bear them
given your time and resources. These could be in mind for the next action. Share any good
short, medium and long term. ideas with the FRANK team.

FRANK Action Update – Happy Birthday FRANK! 15


We hope that the ideas in this section help to kick start your own thinking
about media and public awareness work relating to FRANK’s first year. Under
each suggestion we have given three example options indicating how you
can tailor this activity according to the level you feel is appropriate. You may
also find that some of the material on festivals, summer holidays and
fundraising in the loose sheets in the back of this Update may help you.


Statistics! Some of the facts and figures on the The festival season will soon be upon us as the
take–up of FRANK have been impressive. The weather warms up and the nights get lighter.
media love using statistics, because readers like Festivals are of course places where thousands
to read them. Celebrate the first year of FRANK of young people congregate to have a great
and the work you have been doing over the time and so are ideal for communicating
past year by aiming to get local media the FRANK message to an important target
coverage. Use statistics from this pack in your audience. The statistics on the first year of FRANK
press release and, if you can, add some of your can provide a new hook to communicate
own statistics on the work you have been doing. with people at these festivals through ambient
media.“1.5 million visits to
Level 1 – create a simple press release using one Have you been there?” This message tells
of the many samples available from FRANK people that there is no stigma or weakness
and send it out to your local press. about contacting FRANK, as so many other
Level 2 – hold a ‘birthday’ party to celebrate people have already done it.
FRANK’s 1st year and invite the press along
– tell them your plans for the coming year. Level 1 – incorporate the statistics on FRANK’s
Level 3 – offer a number of interviews with young first year into any existing literature and try
people as part of a wider feature (or series) to get festivals to have some available.
on drugs and the services you offer locally. Level 2 – see if club and festival organisers
would include any of your literature in any
mail–outs they may do to promote the event.
FRANK NEEDS YOU! Level 3 – try to get a prominent presence
at local festivals with new materials printed with
The Campaign Team are working to get messages related to the first year of FRANK. See
FRANK into the press and lifestyle magazines if the organisers would allow the message to be
too, but we need your help. We’re looking printed on ticketing, or would let you hand out
for young people or parents who would be materials. Try to get the FRANK logo printed on
prepared to speak to the press or even have any flyers or advertising for the event.
their story featured. If you think you can help
please email
or call 020 7273 3833 – free media training
is available.

16 FRANK Action Update – Happy Birthday FRANK!

Consider public transport as an ideal place to Early summer sees the second highest levels of
advertise FRANK. It is used disproportionately condom sales after Christmas, so trying to
by young people, most of whom will be bored establish links with local chemists could be a
and looking for something to read! good way of targeting young people. And
don’t forget that the summer exodus to
Gateshead drug workers advertised FRANK overseas clubbing hotspots is also often
on the outside and inside of buses. They also accompanied by increased and often more
had ads on tickets and bus shelters and on risky sexual behaviour.
the metro system and even a drugs stand at
the bus terminus. Thousands of people use Level 1 – see if local chemists would be willing
the routes each day providing excellent to display FRANK literature near condoms or
exposure for the FRANK message. hangover remedies.
Level 2 – arrange to give talks in schools or
colleges on the theme of drug use and sex.
Level 3 – link up with local clubs and get them
FINALS FINALS to display and distribute FRANK materials and
provide a chill–out area where staff can give
‘A’ levels and university exams are upon students advice on drugs.
in May and June and this is a time of extreme
pressure when temptations to use drugs can be
high. If you live in an area with a large student
population, this may be a good time to push GET AMBIENT
the FRANK message. Think about areas where
students congregate or live, such as halls of Now could be a time to think about creative
residence, union bars, student pubs, libraries, ways of communicating the FRANK
bookshops, launderettes, fast food restaurants. message.‘Ambient Media’ is a term for
Don’t forget the FRANK Action Update ‘Drugs support media such as postcards, sweets,
–the deal for students’ has a variety of ideas pens, hats etc, which all have the FRANK
you could use. message on them somewhere and are given
out free to young people. The FRANK Pubs
Level 1 – contact the student counselling and Clubs kit contains a useful selection of
services make sure they have up to date ambient media items. Or, why not develop
copies of your materials. your own?
Level 2 – see if shops in areas with high student
populations would consider having FRANK The Government Office Eastern Region have
literature on their counters. produced a wide variety of ambient media
Level 3 – consider getting bookmarks printed options including mouse mats, notepads,
with FRANK information or specially tailored post it notes, balloons, wallets, key rinks, glow
booklets on drugs to be given away free in in the dark whistles, sticks of rock, beach
bookshops and college libraries. balls, beanie hats, FRANK teddy bears and
FRANK–branded water bottles.

FRANK Action Update – Happy Birthday FRANK! 17

Sport and the message on drugs go particularly The Drugs Team at the Government Office
well together as sport can offer young people for the East of England approached
a practical, fun and healthy alternative to Cambridge United Football Club to see if they
drugs. Many organisations are already involved would help to support the FRANK message.
with the Positive Futures initiative which has
been running since 2000. As well as linking with The club is active in community public
this programme, there are other ways to link in relations and a letter was sent to the Chief
with sports activities. Executive asking him how he could help. A
meeting was arranged with the Marketing
Level 1 – contact the organisers of any local Manager, and the club were keen to get
sports training sessions or competitions and see involved. FRANK was offered an advertising
if they could carry any FRANK literature with the hoarding for the whole of the 2003/04
literature they publish to promote their activities. season at a cost of £1,500. It was also
Level 2 – contact local sports clubs and offer to agreed that FRANK would sponsor a home
give a talk on drugs and health. game, which would include pre-match
Level 3 – organise a ‘FRANK Cup’ in a sport of advertising of FRANK on notice boards and
your choosing. Link in with local schools, colleges the club website, a half page advert in the
and clubs to see if they want to enter a team. match programme and a media-call on the
Thursday before the game with the team
photographed in FRANK t-shirts. A
photoshoot was also arranged with a couple
LOOKING UP? of key players in front of the advertising
hoarding. An article was featured in the
Consider working with your local police in Cambridge Evening News and there were
original ways to get the FRANK number pieces on three local radio stations.
lodged in the memory of offenders.

Realising that detainees in police cells spend

considerable amounts of time lying on their
beds staring at the ceiling, Wiltshire
Constabulary Custody and Case Project
came up with a project called CEILING. They
have placed the FRANK logo and telephone
number on the ceilings of a number of
police cells. They have found that the
detainees have then been able to
remember the name and number of FRANK
several weeks later.

18 FRANK Action Update – Happy Birthday FRANK!

Trips abroad by young people to clubbing Getting young people involved in the design
hotspots such as Ibiza are often linked with and delivery of campaign materials can
experimentation with drugs by new users be a very effective way of getting the
and increased consumption by existing ones message across.
(see the Action Update: ‘Summer: Feel the
Heat’ for detailed information). Think about This was certainly the experience of drugs
how to communicate a ‘pre–trip’ message workers in Telford, Shropshire.They launched
as people begin to book up their travels. a Young Person’s Harm Reduction Campaign
called Project Peace and Harmony. The
Level 1 – contact local travel agents and ask project was designed by young people from
if they display existing FRANK materials or a NACRO Youth Forum. They were tasked with
offer literature to young people booking trips researching and then designing leaflets and
to any obvious clubbing hotspots. They may posters to communicate the key message
even agree to send out a FRANK credit card of the campaign, particularly issues around
with holiday tickets. harm reduction and appropriate reactions
Level 2 – put together a simple press release to overdose situations. Over 500 of the leaflets
and fact sheet on gearing up for summer were distributed at the launch. These all
clubbing and distribute it via local youth contained the harm reduction message as
organisations. well as the FRANK telephone number
Level 3 – link in with a local art and design and web address. Even parents came along
college and run a competition to design a to the launch and were given leaflets and
suite of materials on ‘safer holiday clubbing’. advice. The benefits were effectively twofold,
Try to get sponsorship from local businesses with the young people who designed the
for prizes and to fund the production of the materials learning about the issues in depth,
chosen designs or mount an exhibition. as well as those who attended the launch
and took away materials.


If you are based in a seaside town then
consider promoting FRANK on the beach.

The Government Office South West Team really

made the most of their location.One day in July a
team of enthusiastic diggers carved the name
FRANK into the sands at Newquay in huge letters. Don’t forget that other FRANK resources
They were then on hand to distribute FRANK contain lots more ideas for local action.
goodie bags to intrigued passers by.The initiative Materials can be ordered using the More
was headline news on BBC Radio Cornwall FRANK order form at the back of this
every half–hour all morning and had a live Update, or online at
interview on a prime 8am slot. They also had a (whereyou can also download the Tool Kit,
headline slot on the local TV news at 6pm and Activity Sheets, Fact Sheets, FRANK logo
10pm, and were covered in 3 local papers. and brand guidelines).

FRANK Action Update – Happy Birthday FRANK! 19


Adfam Positive Futures

Charity supporting families affected by drugs A national sports-based social inclusion
and alcohol. Range of resources including programme for young people, aged 10-19,
publications and videos, a family newsletter, offering opportunities to engage in
email group and online messageboard employment, education and training through
☎ Tel 020 7928 8898 local partnerships with charities, local authorities, schools, police and sports clubs
☎ 020 7273 3637
Contraceptive Education Service
Advice, support and referrals on a whole range
of sexual health issues provided by the fpa Safer Clubbing
☎ Tel 0845 310 1334 (Mon – Fri 9am – 7pm) Booklet produced by the Home Office and
the London Drug Policy Forum. Download from
Crime Reduction Unit
Online information resource on issues of crime
reduction and advice on how to stay safe. Sex Lottery Campaign
Provided by the Home Office Help and advice from the NHS on safer sex ☎ Sexual Health Line: 0800 567 123
Department of Health
☎ Publications Order Line: 08701 555 455 The Site A guide to life for 16 – 25 year olds
UK centre of expertise on drugs. Conduct The Chillout Collective
research and seek to improve knowledge on A group of drug workers, health workers, legal
drugs-related issues and have an extensive advisers, researchers, artists and activists who
library of drug information provide support at clubs and festivals for those
☎ Tel 020 7928 1211 experiencing drug-related problems

Charity providing help and information And don’t forget for
on sexual health, pregnancy and emergency information and advice on drugs. You can
contraception also download copies of previous FRANK Action
☎ Tel 020 7837 4044 Updates and other FRANK materials from

Know Before You Go

Campaign from the Foreign and
Commonwealth Office containing
information, tips and advice for travellers This listing is provided for information only. Inclusion does not imply endorsement of resources listed.

20 FRANK Action Update – Happy Birthday FRANK!