When Mother created a wise and witty character called Frank who gave drug advice to young people, the team had no idea he would become so popular. Frank is now celebrating his tenth birthday. By Sophie Spence. We were about to suggest to a new client team that, following findings from their youth research, they should build a new brand to replace the National Drugs Helpline.
To cap it all, we were speed-dating.
Our pitch was simple. Forming a point of view on drugs can be difficult for young people.
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Young people needed a champion. Someone they could trust to tell it as it is.
Meet Frank. We had to get young people to know, like and trust Frank.
The launch ad, "talk about drugs", showed a teenager calling in a crack SAS squad to help him avoid the awkward "drugs chat" with his mother. It ended by famously inviting the audience to "talk to Frank". Inbrand awareness reached 90 per cent of our to year-old audience compared with 19 per cent for the National Drugs Helpline.
Facts about drugs…
Trust levels rose to 81 per cent, with young people saying they thought Frank would be more reliable for drugs advice than talking to their family, friends or GP. More than two-thirds said they would use the service in the future. Millions of young people have sought out Frank, with nearly 3.
The answer came in the unlikely form of a Colombian dog, Pablo. Understandably pissed, he set off to find out more about "the darker side of cocaine", delivering sarky one-liners as he sniffed his way through Cokeland.
Amplified online by one of the first-ever Facebook fan campaigns, the Pablo was in the top 1 per cent of all-time most popular Facebook fan s and represented a highly effective, low-cost addition to the campaign. Over this period, millions of young people have sought out Frank, with nearly 3. Today, the Frank brief has come full circle.
A new campaign launches this month, introducing the service to a new generation of teenagers. Deed to highlight the confusion many young people feel around the language of drugs, the "drug lingo" campaign points them towards Frank for the facts.
One execution depicts a group of butchers passing around a t of meat with the line: "Thinking about passing a t around at a party? When I talk to teachers and youth workers, they often tell me Frank has become part of everyday playground patter. None of us in the pitch room in had any idea we were building something that would eventually end up in the urban dictionary, support thousands of people on a daily basis and endure for more than a decade.
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Home office 'talk to frank' by mother
Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day. As fame and familiarity grew, Frank became more of a campaigning brand. So, pardon the maternal pride when we say: "Nice one, our kid… happy birthday, Frank. address.
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