Frank x Mr Men's Anti-Drug Campaign

A postgraduate student's work of Mr. Men recreation for advertising design module. Talk To Frank is the UK’s longest running drugs advice campaign, founded in 2002 with the aim of providing non-judgemental, credible information to young people about drugs and their effects. While Frank was a popular source of advice for teenagers and concerned parents, it eventually receded from the public eye when critics questioned the campaign’s effectiveness. Frank’s trivialisation of drug-related scenarios was a growing concern, with some advertisements producing adverse effects - raising curiosity and increasing the likelihood of drug uptake. In line with the expression ‘an ounce of prevention is worth a pound of cure’, prevention was identified as the most influential touchpoint in avoiding escalation of recreational usage. Frank’s reintroduction therefore segments the target audience holistically, focusing on first-time users who are most likely to be experiencing drug-related curiosity.

Sector Research

Trends

1. Binge-drinking in teenagers has fallen, mirrored by a steady rise in drug use.

2. Marijuana is the most popular illegal drug for first-time users, with many individuals unconvinced that cannabis has negative side effects.

3. Amphetamines like Ritalin are the next most common, followed by Ecstasy, Cocaine, NOS and Magic Mushrooms.

Insights

1. Normalisation of drug use among young people

2. Drugs as an alternative to recreational drinking

3. Curiosity in first-time users stems from the ‘knowledge gap’

context analysis

Problems

Inconsistency among Frank’s TV advertisements.

Opportunities

Strike a balance between positive and negative message framing to generate a high arousal reaction without unfavourable consequences.

Creative strategy

Objectives

1. To shift attitudinal perceptions of drugs, and in turn reduce recreational uptake.

2. To highlight the lesser known social and physical consequences of drug use.

3. To reposition Frank as an upfront preventative campaign.

Target audience

13-18 year olds

Concept: Now Are You Curious?

This concept aims to reduce curiosity without denying the highs but presenting them alongside the very real negative side effects to provide a more thought-provoking argument.

Design execution: Mr Men / Frank Collaboration

Cause-related marketing

1. Mr Men is already highly recognisable and well-received teenagers.

2. The bold visual tone of Mr Men is an appropriate aesthetic for Frank’s communications.

3. The collaboration for non-profit purpose reinforces Mr Men's equity and creating brand value.

Execution approach

1. Dark humour and graphic descriptions along with bright and overtly ‘positive’ colours

2. A linkage between the attributes and personality of the character with an appropriate drug

3. Manipulated characters based on the side effects of each featured drug