DoH takes Frank drugs awareness work on to the web

by Mark Sweney,, Marketing 01-Jul-04, 08:00

LONDON - The Department of Health is to embark on the first online advertising in its 'Frank' drugs awareness campaign.

It has hired Profero to develop the digital strategy, building on the success of the TV campaign created by Mother, which broke last year.

The campaign will position Frank as a friendly, confidential and non-judgmental authority for drugs information.

Web users will be directed to Talk to Frank, which was created as part of the above-the-line campaign.

Frank, which is run as a partnership between the DoH and the Home Office, was created following COI's appointment of Mother in 2002. It targets parents, carers and drug users.

Profero's appointment followed a five-way competitive pitch handled by COI Communications. Online media planning and buying will be managed by roster online media agency i-level.

At the start of the year, Profero developed a major online advertising campaign for the Home Office to raise awareness of child protection on the internet.

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