Frank focuses on deprived regions

National drugs information campaign Frank is targeting vulnerable young people in 30 regions in England identified as suffering deprivation and widespread drug abuse.

The initiative aims to reach priority groups including children in care, young offenders, those excluded from school, homeless youth,
children with drug-using parents, victims of prostitution and refugees.

The extension of the campaign addresses new government policy detailed in the Every Child Matters Bill, and is being handled by The Forster Company. It aims to reach stakeholders via trade and specialist press, and complements a consumer campaign managed by Fishburn Hedges.

Forster account director Amanda Duffy said: 'We are producing Frank "Action Updates" – packs for people who have contact with vulnerable children, such as teachers, social workers and youth offender teams – to explain how to communicate with them via music, fashion and sport.'

A pilot programme this month sees a peer-to-peer scheme for 16 to 18-year-olds in Liverpool, Thurrock and Essex.

'We are putting together street marketing teams to keep the campaign local,' Duffy said. 'Young people will be able to target other young people because they know where they hang out.'

Frank-branded sofas will be placed in parks, youth centres and other meeting places in the priority areas.

The drive will be accompanied by a campaign on satellite TV created by Mother, which breaks this week.

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