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Editor's Pick. Frank 'Wildlife'

Agency: Profero

Client: Frank

A new £1 million youth drugs awareness campaign from the government is being fronted by a David Attenborough voiceover impersonator.

The world famous natural historian was approached by digital agency, Profero, to appear, but after he declined, the agency asked for permission to use an impressionist and roped in comedian, Simon Lipson, a veteran of Radio 4's Dead Ringers.

The new ad, entitled ‘Wildlife’, adopts a documentary approach to a house party observing different types of apparent drug takers – as if they are wildlife species.

Watch out for ‘the pill taker’, a ‘young acid dropper’ and the ‘hibernating stoner’.

The campaign includes 10 pieces of digital content which aim to target 11- to 18-year-olds and will appear on sites including YouTube, MetaCafe, Bebo, MySpace and Faceparty.

It's hoped the digital adverts will be viewed over 250 million times by young people and drive down the number of young people who use drugs.

The Frank drugs campaign is run by the Home Office, the Department of Health and the Department for Children, Schools and Families. The online campaign is being managed by the Central Office of Information.

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