It is the first time the national campaign will be promoted on a regional basis, launching a year after the national version appeared.
The agency will promote Talk to Frank across the North East, promoting the work of the region’s 12 Drug Action Teams (DAT), and will be targeting 11 to 18-year-olds and their parents.
The £30,000 contract spans one year with the possibility of a one-year extension.
Bradley O’Mahoney account manager Judith Ranson said: ‘It is an education and awareness campaign, not an anti-drugs campaign, it is designed to enable young people to make informed choices about different drug use.’
The campaign will involve sponsored under-16s football tournaments across the region and school visits by a local radio celebrity, with all events using the Talk to Frank branding. A Talk to Frank script is being written for community theatre groups and the winners of a competition on their performance will have their version filmed and premiered at a local cinema.
South Tyneside Drug Action Team information officer for young people Chris Maude said: ‘I got the impression that our youth services had not latched onto the Frank campaign as they should have done, so I got in touch with the Home Office and asked for funding for regional work.’