1. Drugs Developing an effective social marketing campaign to help reduce drug use amongst young people

2. Today Lessons from the past FRANK campaign – launch and building the brand FRANK touchpoints - having a conversation with young people about drugs FRANK and behaviour change – reducing drug use Case studies – cannabis and cocaine Campaign effectiveness FRANK ‘Tips’ on communicating with young people

3. Lessons from the past

4. The world of drugs campaigns (left) contrasted heavily with the world of drugs that most young people talked about (right)

5. Lessons from the past Campaigns talked at young people They presented one side of the story = Advertising deceit Not relevant to their world Young people deeply mistrustful of any drug messages from authority figures

6. Lessons from the past Not for profit sector talked with their audiences: People with drink problems have Alcoholics Anonymous People with depression have the Samaritans Children in trouble have Childline Young people needed someone they could talk with about drugs; someone who knew the score and could tell them how it really is. Someone they could trust – a good guy in the world of drugs.

7. Lessons from the past Creating the conversation Effective social marketing builds on past lessons and is grounded in consumer insight. We needed: - To distance drug communications away from Government - Much more than a campaign, we needed to build a brand – a famous, empathetic brand with a clear persona that young people would want to talk to - A brand that would not lecture or patronise Key insight: We needed a brand that would act like an older peer or brother, that young people could trust

8. FRANK campaign – launch and brand building Open and honest Non judgemental Expert on drugs Warm and humourous Liked Trusted * FRANK is funded and managed by the Department of Health, Department for Children, Schools and Families and the Home Office FRANK was launched in 2003*

9. FRANK campaign – launch and brand building Talk about drugs – launch adInquisitive kid - 2005Gameshow - 2005 Advertising established FRANK as the expert on drugs and encouraged young people to contact FRANK if they had any questions about drugs. It also helped to build the FRANK brand: KNOW FRANKLIKE FRANKTRUST FRANK Conversation starters

10. FRANK touchpoints - Having a conversation with our audience

11. FRANK touchpoints: Being there when our audience wants to talk to us HelplineEmail Text Search WebsiteLiterature in schools

12. Innovation: Taking FRANK touchpoints to our audiences

13. FRANK touchpoints: FRANK Bot Instant messenging facts 90% of 11-18 year olds use it 55% use it every day nearly 20% use it at least five times a day

14. FRANK touchpoints: Social networks

15. Face to face, interactive communications, to reach the most vulnerable young people

16. Street marketing Stakeholder resources – guidance and collateral FRANK Bus – visiting schools Stakeholders linking local activity to national campaign FRANK touchpoints: Face to face

17. FRANK touchpoints: What next?

18. A FRANK sim card maybe?

21. FRANK behaviour change model to help prevent drug use – 2006 onwards

22. Key behaviour change insights that have informed the FRANK campaign Insight 1 If a young person has previously used a drug they will use this experience to inform future drug taking behaviour Behaviour can inform attitude Contemplating CannabisClass ANew drugs COMMS Insight 2 Communications can help prevent or stop the escalation of drug use

23. Insight 3 Focus on drugs that the audience are most likely to come into contact with and limit the level of exposure they have to messages on drugs that are not in their world Over exposure to these messages may create the impression that these drugs are common or ‘normal’ to use amongst their peer group (subjective norms); a perception that may encourage drug use Contemplating 11-14 Cannabis 15-18 Class A 15+ New drugs COMMS

24. Insight 4 Younger adolescents (11-14) are heavily influenced by the peer group and social norms. Their drug taking is irrational, looking to the peer / social group to inform their decision whether or not to use a drug. Older adolescents (15+) think more rationally about the risks of drugs and their likelihood to use a drug is more informed by their perceived personal vulnerability, rather than irrational peer / social group factors. Contemplating 11-14 Cannabis 15-18 Class A 15+ New drugs COMMS Undermine image of drug user Perceived risk of drugs

25. Creative and media strategies to help reduce drug use Two case-studies: 1. Cannabis 2. Cocaine

26. Cannabis Position cannabis as a dangerous drug Cannabis can cause mental health problems Perception amongst some young people that cannabis is a safe ‘drug’ Audience: 11-14 year olds who are considering using cannabis for the first time or have used it occasionally PROBLEMKEY MESSAGESTRATEGY

27. Cocaine Debunk the positive cocaine myths by communicating the darker side to cocaine There are social and health risks to using cocaine The new party drug (most popular Class A drug). Surrounded by positive perceptions of the drug Audience: 15-18 year olds who are considering using cocaine for the first time or have used it occasionally PROBLEMKEY MESSAGESTRATEGY

28. Evolution of FRANK to create behaviour change Awareness Affinity / Trust Interaction PerceptionsAttitudes Behaviour Change Advertising between 2003- 06 to establish the brand. Trust means more receptive to negative messages Increase in FRANK touchpoints 2003-2010 Shift from brand building advertising to (more negative) behaviour change advertising (2006 onwards) KPI’s

29. Success of the FRANK campaign – 08/09 results PerceptionsAttitudes Behaviour Change 87% aware of the FRANK helpline 81% trust FRANK to provide them with reliable information Awareness Affinity / Trust Interaction 341,972 calls to helpline, 3.46m web visits, 31,052 emails, 2.9m Bot conversations Negative perception of a cannabis user increased from 7.2 in O6 to 7.7 in 09 (negative average out of ten) Attitudes. The number of 11-14 year olds agreeing that cannabis is very likely to damage the mind of someone rose from 45% in 06 to 63% in 09 73% said the advertising made them less likely to take cannabis in the future.

30. Social marketing to young people – ‘Tips’ from the FRANK campaign Learn from the past (and others) Be honest and open with your audience to build trust – advertising deceit will be rejected Be brave to do the right thing (based on evidence) Create a two way dialogue and relationship with your audience –be interactive and make it easy for them Be clear on how you intend to create behaviour change and accept that this might be a long process Understand their world; be relevant in your communications Use media to reach them at the right ‘moments’ Set KPI’s to measure the effectiveness of your activity and its contribution to behaviour change

31. Questions?