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CLIENT COI CAMPAIGN Talk to FRANK SERVICE Online Advertising TERRITORY uk OFFICE London

The Challenge As part of the Government's Anti-Drugs strategy, the COI chose to create an integrated communications campaign for FRANK to assist young people and their families/carers in finding open, honest and credible information about the harm that drugs can cause. Profero was briefed to skillfully demonstrate how internet advertising, a unique and highly targetable channel, can be used to impact both awareness of FRANK as well as drive traffic to talktofrank.com. Primary objectives for the online campaign were to increase awareness of FRANK and encourage young people to find out more about drugs via talktofrank.com.   The Solution Vulnerable Young People were identified as the core target audience. This group included school truants, youth offenders, and children with drug users in their family. Profero produced Pre and Post weekend creative targeting the different behavioural patterns of potential drug users. The messages were designed to be relevant to the feelings and concerns of Pre and Post weekend drug experiences. Incorporating an innovative approach to interactive ad formats, Profero reflects the concept of ‘don't gamble with drugs' skilfully. The user engages with a wheel of fortune execution where they explore the proposition that drugs are not always what you think they are. Other advertisements include an Arcade Grabber game, a Cannabis quiz and a Cup Picker game of Follow the Pill.   Results The campaign delivered nearly 13 million impressions. Rich media ads achieved an impressive interaction rate and engaged over half a million users at an average cost of only £0.17 per user. Over 150,000 clicks were achieved driving a total of 70,000 new arrivals to talktofrank.com   "Profero has shown an understanding of the campaign to date, of how teenagers interact with digital media and how best to reach out to them online." Barry Mortimer, Home Office communications advisor

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