Profero, the leading global, independent digital communications agency, announced the launch of the latest digital interactive activity for the FRANK campaign, on behalf of the Home Office, Department of Health, Department for Children, Schools and Families and the Central Office of Information (COI).
Now in its fifth year, FRANK offers drug information and impartial advice to teenagers on drugs and drugs use. An unflinching examination of the darker side of cocaine.
The latest activity sees the first rich media website content produced for FRANK by Profero, marking the expansion of the ongoing relationship between the two.
The website content, and two digital interactive adverts produced by Profero, form part of a new £1m media cocaine campaign launched on Thursday.
The campaign, targeting 15-18 year olds, will use TV and digital advertising to follow Pablo – a drug mule dog that comes back to life after being cut open and left for dead in a drug dealers basement – on his quest to find out the truth about cocaine by questioning the key players from the world of coke and revealing the true consequences of cocaine usage.
Drawing attention to the plight of animals who are used to smuggle cocaine into the country, the brutal reality of stories like Pablo’s provides the introduction to the exploration of the ‘darker side of cocaine’ through new rich media website content on talktofrank.com. This is the first integrated FRANK cocaine campaign highlighting the dangers of cocaine use for both young people and communities.
Targeted interactive banner advertising will run concurrently with television, viral and digital adverts produced by advertising agency Mother, to signpost 15-18 year olds to http://www.talktofrank.com/cocaine . The audience will be directed to ‘Pablo’s basement’, a highly interactive space that begins an uncompromising and visually arresting journey that demonstrates ‘there’s a darker side to coke’.
Our audience will be encouraged to explore the basement, discovering shocking representations of the consequences of cocaine use. Respective areas focus on addiction, the heart, impurities, nose, personality and law, as well as the effects on drug mules like Pablo.
Interactive features culminating in an overworked heart rupturing from cocaine exposure and frame-by-frame shots of a nosebleed typify the realistic video and photographic content that provides users with gritty experiential messages, in a unique embodiment of the campaign message.
Bespoke, targeted banner advertising based on original concepts from the site will support website activity, with online media planning and buying handled by i-Level.
A spokesperson for FRANK has said of the campaign, “Profero continue to develop the online brand for FRANK, making it fresh and relevant for our youth audience. Young people want to know the facts about cocaine and Profero have brought these to life in a rich, engaging digital experience that is integrated with our offline activity.”
Guy Plumbly, Account Manager on FRANK at Profero, said, “‘Through the creation of the cocaine micro-site, and accompanying display advertising, we have developed a fully interactive and informative experience which explores the dark side of cocaine abuse in an online journey which is both engaging and compelling.
Profero are delighted to have worked on such a significant and challenging project and look forward to continuing their relationship with COI and FRANK on other socially important campaigns.”
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