Department of Health unveils Frank anti-cannabis campaign

by Gemma Charles, marketingmagazine.co.uk 16-Feb-09, 08:30

LONDON - The Department of Health is launching a hard-hitting £2.2m ad campaign aimed at deterring the use of cannabis.

The drive, which is part of the government anti-drug Frank campaign, will run across TV, radio and online. The ads, created by Mother, show how using using cannabis can quickly flip from being a talkative and relaxed experience to turning nasty with users becoming paranoid, having panic attacks and being sick.

The campaign, which breaks tonight, aims to combat the perception that cannabis is a safe drug. According to the government, cannabis is the most frequently used illegal drug by 11-15-year-olds. Stronger cannabis - ‘skunk' - now dominates the cannabis market, making up 80% of the cannabis available on our streets compared to 30% in 2002.

Public Health Minister Dawn Primarolo said: ‘Cannabis is a destructive drug. What can start as a few giggles and being part of the crowd can have serious and long-term health problems. Young people need to know cannabis isn't a soft drug.'