Frank in further youth brand ties

The government is to build a roster of partner youth brands for its drugs advisory service, Frank.

The service, which is a joint venture between the Home Office,
Department of Health and Department for Education and Skills, has
appointed Billington Cartmell to negotiate with suitable brands.

The campaign already works with private-sector partners including Club

18-30, Ministry of Sound and online community Habbo. The government is
now looking to expand the programme to promote Frank to audiences
difficult to reach through conventional media, and drive them to Frank's
helpline or website.

Billington Cartmell won the business in a pitch against Iris and
Gasoline. Previously, Frank's partnership activity was negotiated
through RMG Connect. It had handled the business for three years, but
declined to repitch.