Profero launches Frank online campaign

LONDON - A new online campaign will inform teenagers about the affects of smoking cannabis and taking class A-drugs, as part of the government's Frank programme.

The campaign has been devised by Profero and is aimed at 11- to 18-year-olds and breaks this week, running until the end of the year.

Called "Mess with your mind", the idea is to avoid taking a preachy tone and instead to encourage young people to find out information about drugs for themselves.

The ads use video and audio. In one, a teenager is showing sitting on a wall. When the user clicks on the ad, the teenager has a puff of a cannabis joint, and then his brain spins around, smoke rises and eventually his brain jumps out. The strapline says: "The more cannabis you smoke, the more it messes with your mind".

Other executions in the campaign warn people "you never know how ecstasy will affect you".

The campaign is being run through the Central Office of Information on behalf of Frank, the drugs information service run by the Home Office, Department of Health and the Department for Education and Skills.

Scott Clark wrote and art directed the ads, the designer was Ian Cassidy and Matt Powell was the creative director. Media is through i-level and the campaign will be running on sites such as Monkeyslum.com and mykindaplace.com.

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