WELCOME

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.

IN THIS ISSUE
Since the launch in May 2003, FRANK’s first year has been a hive of activity. With 1.5 million visitors to the website (www.talktofrank.com), 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.

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

LOOSE SHEETS:
FRANK ACTIVITIES Activities and ideas for work in one–to–one, groupwork settings, and for media briefings FRANK IDEAS HAPPY BIRTHDAY HOLIDAY FRANK FRANK AT LEISURE BRINGING IN THE MONEY QUIZ CROSSWORD Info and advice sheets for young people and campaign planning Holiday Highs Campaign Checklist Order your FRANK resources Nominate local projects for the FRANK Stakeholder Awards

FRANK TIPS

MORE FRANK NOMINATION FORM

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.
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FRANK IN ACTION
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 – www.talktofrank.com.
For news on how FRANK is progressing, and details of future plans, make sure you register at www.drugs.gov.uk/campaign

THE STORY SO FAR
The campaign was launched with a series of TV, radio and print adverts. Thanks to ongoing support from advertising, PR and a plethora of local initiatives, FRANK’s reputation - as the no-nonsense, non-judgemental source of drugs information and advice has spread quickly. Nearly www.talktofrank 4,500 people and won Yahoo! projects are now Best Educational registered with website 2003 the campaign at www.drugs.gov.uk and over 1.5 million visitors have logged on to www.talktofrank.com. The helpline has answered more than 380,000 calls and the campaign now has access to 1,969 referral organisations on the drug services database. This has been an encouraging first year but we are aware that there is more work to be done. Over the next few pages, we look at some of the key areas in which FRANK has been working this year as well as some of the learning from the past 12 months. First, let’s look at general impressions of FRANK so far.

MEDIA BITES
The FRANK advertising first launched on TV with a series of humorous ads encouraging people to talk about drugs. The advertising was then extended into radio, print and ambient media. Potentially, about 98% of 11 - 18 year olds have been reached 22 times through the advertising with ads appearing in 23 youth titles and mentions of FRANK on over 100 TV channels and 68 radio stations. Whilst feedback has suggested that some parents would prefer a harder-hitting approach (although most understood the value of using humour), the advertising has proved particularly popular among teenagers. In evaluation studies, teenagers have overwhelmingly expressed that - based on their perceptions of the adverts they would expect FRANK to give honest, friendly, impartial advice. They also felt that FRANK would give the facts about drugs rather than telling people what they should think. FRANK was featured on 112 television channels reaching 79% of 11-18 year olds an average of over 8 times

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FRANK ON TV

FRANK IN PRINT
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 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.

CURLING

LAUNDERETTE

HUGGING

TALK ABOUT

FISHING

SWIMMING

WORRIED

WEATHERMAN

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

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FRANK IN ACTION
FRANK THANKS
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.

FRANK FEEDBACK
This is a great site. Your tone is just right – not patronising and telling it how it is. Nice, clean navigation.
E-mail about www.talktofrank.com

I wasn’t sure at first because awareness of FRANK seemed to take a long time to spread, but now we’re hearing of a lot more cases of people who have got good information from them or been referred along the line to an appropriate agency.
Local drugs worker talking about the campaign

Statistics are always useful. I use them when I’m doing parent awareness evenings. Parents have pre-conceived ideas and it is useful to give them a reality check.
Drugs worker commenting on the Action Updates

I ran some training for young people as drugs peer educators last weekend. They phoned the FRANK helpline and were really 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 they are getting good information.
Comment on the helpline from a local drugs worker

Your TV ads make drug users look idiotic, detached and laughable. This is not what I want my parents to think of drug users before they’ve even bothered to find anything out.
E-mail from a student about the TV advertising

FRANK would like to thank all those who have given feedback on the campaign over the 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 you think works or doesn’t work and, importantly, your suggestions for activities and materials that you would like to see developed. This feedback is essential in helping to ensure 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 frank@homeoffice.gsi.gov.uk

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MOVERS AND SHAKERS
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 carnival mood ‘FRANK the tank engine’ float at the local Bridgewater carnival with FRANK’s details on carrier bags, balloons and t-shirts and even down the middle of sticks of rock!

LOCAL INITIATIVES INCLUDE…
Barking & Dagenham Youth Offending Team Information packs with FRANK materials for all the young people they see and info for parents following their child’s assessment. Bedfordshire DAT Series of infomercials on local radio promoting FRANK and local services resulting in the creation of a Bedfordshire DAT Communities Line. Bolsover District Council Derbyshire FRANK advice stand at a local shopping centre, working in partnership with Connexions and local treatment services. Brighton & Hove Communities Against Drugs FRANK information distributed to local drug and youth services as well as colleges, GP surgeries and taxi firms across the city. Collet School, Hemel Hempstead Teachers used FRANK to raise drug awareness among students and parents after a pupil ended up in hospital through experimenting with solvents. Connexions, County Durham FRANK materials distributed to Connexions advisers and schools in the county.

Knowsley DAAT spread the word 20,000 FRANK bookmarks advertising the campaign through local library services.

Starry-eyed in Bedford! Bedfordshire DAT enlisted the help of ‘Posh and Becks’ lookalikes to generate excitement and provide a hook for local media to promote FRANK at Christmas.

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MOVERS AND SHAKERS
Warwickshire keep up to date Warwickshire DAT update their FRANK posters every three months to give the latest information and keep awareness going. Cumbria Police Community Unit FRANK used in community settings and in schools to bring about greater understanding of drugs and their misuse. Devon & Cornwall Connexions FRANK incorporated into training for new 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 Bexley Bexley DAAT join forces with Charlton Athletic FC’s Community Scheme to target primary and secondary school children with drug awareness messages. Essex Police FRANK in pubs and clubs through the county promoting drug awareness and warning about the dangers of drink-spiking. Gateshead FRANK on and inside buses, bus tickets, bus shelters, the Metro and at the bus terminus. Government Office South West Drugs Team 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 devised their own FRANK adverts and made a FRANK sculpture. Kent DAT FRANK advertising in their local paper and a stall at the Kent Show.

FRANK on the road in Nottingham FRANK trams in Nottingham as part of a wider campaign with ads on buses and radio, posters and letters in schools and local offices.

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Hats off to Hertfordshire As part of a consultation process to develop a video on drugs and crime, these hats were produced and young people enlisted to help spread the FRANK message. Making waves in the South West Government Office South-West highlighting FRANK on surfboards, t-shirts and banners as part of their drugs awareness campaign on Cornwall beaches. Positive Futures in Manchester Manchester Leisure Positive Futures Sports Development team working to keep drugs out of sport. The FRANK logo appears on 5-aside football kits, basketball tops, water bottles, basketballs, footballs and promotional banners. Do you know of a local project that you’d like to shout about? Check out the Stakeholder Awards as featured on page 13 in this pack and nominate projects that inspire you. Leicester City Local Education Authority Substance misuse team using FRANK activities in the formal induction of primary school pupils moving to secondary school. Leicestershire Police Community Unit Working with nightclubs in Leicester that hold events for under 18’s. FRANK stickers are on hundreds of give-away prizes. Merton DAT FRANK posters in bus shelters and advertising the service to blind and partially sighted people via the local newspaper. North East Lincolnshire DAT FRANK party for 2,000 young people at Butlins in Skegness including sessions on drug awareness and healthy living. Swindon Crime and Disorder Team & Neighbourhood Safety Team FRANK used in community education for families affected by drugs and/or crime. Telford Community Safety Project FRANK leaflets with drug awareness and personal safety messages designed by young people. Welwyn & Hatfield PCT FRANK at public exhibitions including a disability day and a health improvement conference for the community. Woodbridge Young Offenders Institute FRANK information is given to prisoners on their release. FRANK facts are also used in one-to-one drug awareness sessions and the postcards used by the young people when they write home.

Contact details for local Drug Action Teams can be found online at www.drugs.gov.uk.

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VITAL STATISTICS

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

THE LOWDOWN
FRANK AND THE CAMPAIGN MESSAGE
FRANK has been researched intensively through every stage of its development with representative samples from various segments of the target audience in different locations (metropolitan, urban and provincial) across England. Throughout, the research has sought views on the nature of FRANK and the campaign as a whole, as well as exploring reactions to specific activities such as the radio and TV adverts, print and ambient materials. Approximately 320 teenagers and 100 parents - with varying attitudes to drugs and a range of experiences of them - have been interviewed to date. Discussion groups have also taken place with 110 stakeholders (including representatives from DATs, GODTs/Government Departments and NGOs) and a cross-section of 188 vulnerable or marginalised young people (aged 12-23 years). This included care leavers, young offenders, young homeless living in hostels, school excludees and truants, children of drug-using parents, refugees and sex workers. It also comprised a wide crosssection of black and minority ethnic groups and mixed races.

COMMON VIEWS ABOUT FRANK
Teenagers and parents of all backgrounds shared many views about FRANK and it is useful to bear the following key perceptions in mind when developing your local FRANK activities. • FRANK’s warm, human and empathetic character makes it easier for people to make contact • for all young people FRANK’s credibility rests on seeming to ‘know the score’ in relation to drugs • FRANK also understands what it’s really like to be a teenager, or a parent of teenagers • FRANK does not (and should not) judge, lecture, or instruct • humour is a powerful tool, although drugs are not a laughing matter • the name ‘FRANK’ has connotations which describe the type of conversation those who make contact would like to have (eg open, honest and down to earth)

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VULNERABLE AND MARGINALISED YOUNG PEOPLE
Some marginalised young people raised certain points that are particularly important to take into consideration when trying reach them with the FRANK message. Vulnerable or marginalised young people are likely to have different attitudes towards using FRANK. Many already have access to information and support about drugs through professional youth and drugs workers who they trust. When it comes to drug use, these groups are at risk at a much younger age than for the general population. The tone and content of any FRANK communications specifically for vulnerable or marginalised groups needs to take account of their special experiences of life and use of drugs. Many find it difficult to associate ClassA drugs with humour in any way since they have often witnessed at first hand the misery and desperation that can be brought about by problematic drug use. Apart from those who live rough most of the time, marginalised young people are similar to other teenagers in their exposure to a wide range of media. Ambient and outdoor media is particularly appropriate for targeting all teenagers and particularly for vulnerable or marginalised 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.

SUGGESTIONS FROM MARGINALISED YOUNG PEOPLE ON DRUGS COMMUNICATION
• help to counteract the influence of peers which makes young people feel they must take drugs in order to ‘fit in’ • attack the perception that dealers are ‘your mates’ and care about their customers and the purity of the drugs they sell • communicate the ease with which it is possible for young people to make a few ‘wrong choices’ and destroy their health, employment prospects, ties with their families and friends and even, at worst, find themselves homeless and/or turning to theft and prostitution to feed their habit.

WWW.DRUGS.GOV.UK
People registering for the FRANK campaign via www.drugs.gov.uk have been from a wide variety of professions ranging from health care, counselling, outreach and rehabilitation to police, parents and carers. Almost 45% work in education, health promotion, youth work and primary care. The campaign page of www.drugs.gov.uk is the 8th most viewed page on the site.

The two most popular campaign leaflets ordered through the website are: •Drugs – What the Law Says •FRANK Action Update – Cannabis

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VITAL STATISTICS
THE WEBSITE
www.talktofrank.com 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 www.talktofrank.com • 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 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 on a host of drug-related issues. Here are figures from February 2004 to give you an idea of a typical month’s activity: Total number of calls in the month: 38,213 Average number of calls per day: 1318 16% of callers were aged 16-25, the largest single group 13% of callers were aged 26-35, the second largest group The top five query categories were:

Male
25

Female

Cannabis reclassification 6% of calls

20

15

Drugs (not specific) 6% of calls

Cannabis general 23% of calls

Cannabis general 20% of calls

Cocaine 10% of calls

Cocaine 12% of calls

Heroin 10% of calls

Heroin 14% of calls

Ecstasy 6% of calls

10

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

5

%

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Crack 6% of calls

SOME TYPICAL CALLS AND FRANK’S RESPONSE.

Caller profile: Male 44 years Call duration: 7 minutes “I’m concerned about my 12-year-old son. I think he may be using drugs. It might be cannabis but I’m not sure. My neighbour told me that he had caught my son with a group of boys sniffing fumes from a tin can over a fire and he has become sullen, and is getting thrown out of school classes and getting very aggressive.” said… The adviser told the caller that this sounded more like solvent misuse but not to discount cannabis either. He gave the caller details of the effects and risks of both and advised him to sit down with his son and have a discussion about drugs. He also gave the caller contacts for a parent support group and ‘Re-solv’ for solvent misuse.

Caller profile: Male 21 years Call duration: 10 minutes “I am withdrawing from heroin and want to know some of the side effects that I may expect.” said… The adviser advised on some of the effects the caller may encounter and how long they may last. They discussed at length how he has been coping on a daily basis and what kind of support he has from family and friends. He has been attending a local drug agency for ongoing support, but due to the withdrawal symptoms he has been unable to leave the house at the present time. He feels that he is making progress and has been offered a flat from his local housing office, giving him the opportunity to regain his independence and boost his self-confidence as he is living 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 basis. I am really worried about him and would like some information regarding the help that is available for him.” said… The adviser discussed the situation with the caller and information was given regarding the effects, risks and withdrawal from cocaine. The adviser suggested she try to discuss the matter calmly with her grandson. Advice was given regarding the psychological addiction to cocaine. The adviser highlighted the role of drug agencies, so that she could pass this information on to him, and also to possibly seek some support for herself and other members of the family.

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VITAL STATISTICS
SEMINARS AND BRIEFINGS
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 future briefings. Presentations from the seminars are available to download from www.drugs.gov.uk/campaign/information /MeetFRANK.

FRANK ACTION UPDATES

It was good to see examples of the adverts and designs and understand the thinking behind them.

It was interesting to hear the background to the rebranding and be reassured that this has come from a group of young people. I was pleased that the campaign had been road tested, as it were, with young people and taken their views and opinions into account.

FRANK Action Updates have been produced on a regular basis throughout the first year of the campaign, each focusing on a specific theme, such as cannabis, diversity or the family. The Updates are designed to help FRANK be incorporated into local drugs awareness activities. The packs include statistics on the issues covered, examples of good practice and ideas for local action and media work. The 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 in different ways depending upon the time and resources available to them. Elements of the Updates that stakeholders have particularly liked include profiles of work by other projects (Movers and Shakers) and the activity sheets, especially for showing practical examples when training workers to engage with young people. Feedback has indicated that some projects may be put off by some of the more ambitious ideas due to lack of resources. In response to this, we have included a broader selection of ‘Movers and Shakers’ and, in the ‘Ideas for Action’ section and loose sheets, you will find suggestions for tailoring your activities in line with your resources. For easy reference, we have termed 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.

I think I got enthusiasm from it. I came away feeling like ‘yes, this is really positive and it is something that is alive.’

Campaign briefings will continue to take place on an ongoing basis. See the regular e-mail updates for details of dates and venues.

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THE YEAR AHEAD
NEWSFLASH! FRANK STAKEHOLDER COMPETITION
The FRANK Stakeholder Awards launch on Monday 24th May to recognise all the hard work put in by local projects and to kickstart the campaign into year two. The closing date for nominations is 18th June 2004, after which all the nominated projects will be presented for you to vote on the project of your choice. There will be one winner from each region, and an overall national winner. See the FRANK action update e-mail for more details. Nominating a project Log on to www.drugs.gov.uk/Campaign/ Awards/Form and nominate a project you feel has made a valuable contribution to the FRANK campaign. The project should have already commenced but does not have to be fully completed. You can submit as many projects as you like (including your own!) but each project should only be submitted once.
Terms: (i) The winners should be prepared to take part in some promotional activity, although anonymity of clients will be respected. (ii) All nominations may be used by the FRANK campaign in published materials to demonstrate best practice. (iii) We reserve the right to edit and reject nominations for publication.

Year two of the campaign will seek to build on the successes and learning from the first year. Advertising and media activity will take place throughout the summer to coincide with school holidays, and additional ambient media items will be developed. This year, FRANK is also looking to strengthen its partnership activities and, to date, the following initiatives are planned. • FRANK partnerships with Sainsbury's • FRANK branded competition on Channel U TV • FRANK tissue packs at festivals • FRANK branded case study to feature on mykindaplace website • FRANK partnership with Habbo hotel website Themes for FRANK Action Updates will include understanding crack, communicating with hard-to-reach groups, health and Christmas, diversity 2, community in partnership and music, fashion and design. In addition, FRANK seminars and briefings will run throughout Autumn 2004 to keep you updated on the latest news, research and developments of FRANK. They will include research findings, details of new creative developments and the opportunity to share good practice with other organisations. Look out for the FRANK update emails for further information, dates and venues nearer the time.

SPECIAL EDITION – FRANK BIRTHDAY ITEMS
To celebrate FRANK’s 1st birthday, 3 special items are included with this pack – a card, poster and ‘stamps’.
Birthday card

of this pack or call 08701 555 455 and quote product code 40120). Display your ‘We are One’ poster in your workplace to remind people of their contribution to the campaign. You could use the FRANK ‘stamps’ on any correspondence you send around the time of FRANK’s birthday or for any event that you are organising to mark the next phase of your local campaigning.

Send a FRANK Birthday card to colleagues or anyone who has supported your work this year or to send along with invitations to a FRANK birthday party or event (see Ideas for Action). Additional copies are available to order – see the More FRANK form at the back

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IDEAS FOR ACTION
CAMPAIGN PLANNER
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 goals. Budgets, time and resources available will differ from project to project and at different times of the year so you will be able to invest in a campaign initiative more at some times than others. You may also find that your resources are a mixture of the levels. For example, you may have level 3 staffing but level 1 in terms of funds. However, it can be useful to ask yourself the following questions as a guideline to judge the overall level most appropriate for you.

WHAT STAFFING DO I HAVE?
Level 1 Fairly limited and we are all stretched to breaking point. Level 2 Fairly limited but we would be willing to devote a bit more time to local campaigns. Level 3 I can commit people to campaigning who are proactive and organised and able to give a fair amount of time to planning, organising and monitoring any campaigns.

WHAT DO I REALISTICALLY WANT TO ACHIEVE WITH THIS CAMPAIGN?
Level 1 I want to make more local people aware of the services we offer. Level 2 I want to make more local people aware of the services we offer and to develop new relationships with other organisations working in the field. Level 3 I want to make more local people aware of the services we offer and to develop new relationships with other organisations working in the field. I also want to generate high levels 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.

WHAT RESOURCES DO I HAVE?
Level 1 Fairly limited, and largely committed to existing projects. Level 2 We have a bit of spare budget that could be used for campaigning. Level 3 We can allocate funds and resources to an ongoing campaign. We can make sure it is budgeted for and monitored.

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WHAT EXISTING LOCAL RELATIONSHIPS DO I HAVE WITH OTHER ORGANISATIONS IN THE FIELD?
Level 1 None to speak of. Level 2 One or two and looking to develop these. Level 3 We have good working relationships with several local organisations and are keen to develop these and others further.

WHAT RELATIONSHIP DO I HAVE WITH THE LOCAL MEDIA?
Level 1 None to speak of. Level 2 They have covered our work on the odd occasion. Would like more positive coverage. Level 3 We have fairly regular contact with them and know one or two journalists reasonably well. They have covered our work in the past and we are hoping to get some more prominent coverage in the future.

GENERAL TIPS ON PLANNING YOUR CAMPAIGN
Look back What did you do in the first year of the campaign that worked really well? Why did it work? Research What do you want to communicate in FRANK’s second year? Are there any ideas from previous Action Updates which grab your attention? Brainstorm ideas with colleagues. Look at events happening in the coming year in your area that could provide possible links with what you want to do. Look through local papers for the types of stories they are covering. Think about national stories that cover the issues you work with and see if there could be a local angle. Goals Set yourself campaign goals which are realistic given your time and resources. These could be short, medium and long term. Schedule Break down any actions you need to take into manageable chunks. Work backwards from the date of your campaign action to where you are now. Set deadlines. Measure Monitor the results of your actions. Evaluate Look back on your campaign action. Make a note of what was successful and what wasn’t. Do not get discouraged if something wasn’t as successful as you had hoped. This could be for any number of reasons outside your control. Learn and share Take on board any lessons learnt and bear them in mind for the next action. Share any good ideas with the FRANK team.

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IDEAS FOR ACTION
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.

THE MEDIA LOVE….
Statistics! Some of the facts and figures on the take–up of FRANK have been impressive. The media love using statistics, because readers like to read them. Celebrate the first year of FRANK and the work you have been doing over the past year by aiming to get local media coverage. Use statistics from this pack in your press release and, if you can, add some of your own statistics on the work you have been doing. Level 1 – create a simple press release using one of the many samples available from FRANK and send it out to your local press. Level 2 – hold a ‘birthday’ party to celebrate FRANK’s 1st year and invite the press along – tell them your plans for the coming year. Level 3 – offer a number of interviews with young people as part of a wider feature (or series) on drugs and the services you offer locally.

FESTIVALS ARE COMING
The festival season will soon be upon us as the weather warms up and the nights get lighter. Festivals are of course places where thousands of young people congregate to have a great time and so are ideal for communicating the FRANK message to an important target audience. The statistics on the first year of FRANK can provide a new hook to communicate with people at these festivals through ambient media.“1.5 million visits to talktofrank.com. Have you been there?” This message tells people that there is no stigma or weakness about contacting FRANK, as so many other people have already done it. Level 1 – incorporate the statistics on FRANK’s first year into any existing literature and try to get festivals to have some available. 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. Level 3 – try to get a prominent presence at local festivals with new materials printed with messages related to the first year of FRANK. See if the organisers would allow the message to be printed on ticketing, or would let you hand out materials. Try to get the FRANK logo printed on any flyers or advertising for the event.

FRANK NEEDS YOU!
The Campaign Team are working to get FRANK into the press and lifestyle magazines too, but we need your help. We’re looking for young people or parents who would be prepared to speak to the press or even have their story featured. If you think you can help please email frank@homeoffice.gsi.gov.uk or call 020 7273 3833 – free media training is available.

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ON THE BUSES
Consider public transport as an ideal place to advertise FRANK. It is used disproportionately by young people, most of whom will be bored and looking for something to read! Gateshead drug workers advertised FRANK on the outside and inside of buses. They also had ads on tickets and bus shelters and on the metro system and even a drugs stand at the bus terminus. Thousands of people use the routes each day providing excellent exposure for the FRANK message.

FEELING FRISKY?
Early summer sees the second highest levels of condom sales after Christmas, so trying to establish links with local chemists could be a good way of targeting young people. And don’t forget that the summer exodus to overseas clubbing hotspots is also often accompanied by increased and often more risky sexual behaviour. Level 1 – see if local chemists would be willing to display FRANK literature near condoms or 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 to display and distribute FRANK materials and provide a chill–out area where staff can give advice on drugs.

FINALS FINALS
‘A’ levels and university exams are upon students 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 the FRANK message. Think about areas where students congregate or live, such as halls of residence, union bars, student pubs, libraries, bookshops, launderettes, fast food restaurants. Don’t forget the FRANK Action Update ‘Drugs –the deal for students’ has a variety of ideas you could use. Level 1 – contact the student counselling services make sure they have up to date copies of your materials. Level 2 – see if shops in areas with high student populations would consider having FRANK literature on their counters. Level 3 – consider getting bookmarks printed with FRANK information or specially tailored booklets on drugs to be given away free in bookshops and college libraries.

GET AMBIENT
Now could be a time to think about creative ways of communicating the FRANK message.‘Ambient Media’ is a term for support media such as postcards, sweets, pens, hats etc, which all have the FRANK message on them somewhere and are given out free to young people. The FRANK Pubs and Clubs kit contains a useful selection of ambient media items. Or, why not develop your own? The Government Office Eastern Region have produced a wide variety of ambient media options including mouse mats, notepads, post it notes, balloons, wallets, key rinks, glow in the dark whistles, sticks of rock, beach balls, beanie hats, FRANK teddy bears and FRANK–branded water bottles.

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GOOD SPORT
Sport and the message on drugs go particularly well together as sport can offer young people a practical, fun and healthy alternative to drugs. Many organisations are already involved with the Positive Futures initiative which has been running since 2000. As well as linking with this programme, there are other ways to link in with sports activities. Level 1 – contact the organisers of any local sports training sessions or competitions and see if they could carry any FRANK literature with the literature they publish to promote their activities. Level 2 – contact local sports clubs and offer to give a talk on drugs and health. Level 3 – organise a ‘FRANK Cup’ in a sport of your choosing. Link in with local schools, colleges and clubs to see if they want to enter a team.

CASE STUDY:
The Drugs Team at the Government Office for the East of England approached Cambridge United Football Club to see if they would help to support the FRANK message. The club is active in community public relations and a letter was sent to the Chief Executive asking him how he could help. A meeting was arranged with the Marketing Manager, and the club were keen to get involved. FRANK was offered an advertising hoarding for the whole of the 2003/04 season at a cost of £1,500. It was also agreed that FRANK would sponsor a home game, which would include pre-match advertising of FRANK on notice boards and the club website, a half page advert in the 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 of key players in front of the advertising hoarding. An article was featured in the Cambridge Evening News and there were pieces on three local radio stations.

LOOKING UP?
Consider working with your local police in original ways to get the FRANK number 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.

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HOLIDAY
Trips abroad by young people to clubbing hotspots such as Ibiza are often linked with experimentation with drugs by new users and increased consumption by existing ones (see the Action Update: ‘Summer: Feel the Heat’ for detailed information). Think about how to communicate a ‘pre–trip’ message as people begin to book up their travels. Level 1 – contact local travel agents and ask if they display existing FRANK materials or offer literature to young people booking trips to any obvious clubbing hotspots. They may even agree to send out a FRANK credit card with holiday tickets. Level 2 – put together a simple press release and fact sheet on gearing up for summer clubbing and distribute it via local youth organisations. Level 3 – link in with a local art and design college and run a competition to design a suite of materials on ‘safer holiday clubbing’. Try to get sponsorship from local businesses for prizes and to fund the production of the chosen designs or mount an exhibition.

PEER EDUCATION
Getting young people involved in the design and delivery of campaign materials can be a very effective way of getting the message across. This was certainly the experience of drugs workers in Telford, Shropshire.They launched a Young Person’s Harm Reduction Campaign called Project Peace and Harmony. The project was designed by young people from a NACRO Youth Forum. They were tasked with researching and then designing leaflets and posters to communicate the key message of the campaign, particularly issues around harm reduction and appropriate reactions to overdose situations. Over 500 of the leaflets were distributed at the launch. These all contained the harm reduction message as well as the FRANK telephone number and web address. Even parents came along to the launch and were given leaflets and advice. The benefits were effectively twofold, with the young people who designed the materials learning about the issues in depth, as well as those who attended the launch and took away materials.

HEAD FOR THE BEACH
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. They were then on hand to distribute FRANK goodie bags to intrigued passers by.The initiative was headline news on BBC Radio Cornwall every half–hour all morning and had a live interview on a prime 8am slot. They also had a headline slot on the local TV news at 6pm and 10pm, and were covered in 3 local papers.

Don’t forget that other FRANK resources contain lots more ideas for local action. Materials can be ordered using the More FRANK order form at the back of this Update, or online at www.drugs.gov.uk (whereyou can also download the Tool Kit, Activity Sheets, Fact Sheets, FRANK logo and brand guidelines).

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USEFUL RESOURCES
Adfam Charity supporting families affected by drugs and alcohol. Range of resources including publications and videos, a family newsletter, email group and online messageboard Tel 020 7928 8898 www.adfam.org.uk Positive Futures A national sports-based social inclusion programme for young people, aged 10-19, offering opportunities to engage in employment, education and training through local partnerships with charities, local authorities, schools, police and sports clubs 020 7273 3637 www.positivefutures.gov.uk

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Contraceptive Education Service Advice, support and referrals on a whole range of sexual health issues provided by the fpa Tel 0845 310 1334 (Mon – Fri 9am – 7pm)

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Crime Reduction Unit Online information resource on issues of crime reduction and advice on how to stay safe. Provided by the Home Office www.crimereduction.gov.uk Department of Health Publications Order Line: 08701 555 455 www.doh.gov.uk

Safer Clubbing Booklet produced by the Home Office and the London Drug Policy Forum. Download from www.drugs.gov.uk Sex Lottery Campaign Help and advice from the NHS on safer sex Sexual Health Line: 0800 567 123 www.playingsafely.co.uk

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The Site A guide to life for 16 – 25 year olds www.thesite.org.uk The Chillout Collective A group of drug workers, health workers, legal advisers, researchers, artists and activists who provide support at clubs and festivals for those experiencing drug-related problems www.thechilloutcollective.co.uk

Drugscope UK centre of expertise on drugs. Conduct research and seek to improve knowledge on drugs-related issues and have an extensive library of drug information Tel 020 7928 1211 www.drugscope.org.uk

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FPA Charity providing help and information on sexual health, pregnancy and emergency contraception Tel 020 7837 4044 www.fpa.org.uk

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And don’t forget talktofrank.com for information and advice on drugs. You can also download copies of previous FRANK Action Updates and other FRANK materials from www.drugs.gov.uk/campaign

Know Before You Go Campaign from the Foreign and Commonwealth Office containing information, tips and advice for travellers www.fco.gov.uk/knowbeforeyougo

This listing is provided for information only. Inclusion does not imply endorsement of resources listed.

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