Talk to Frank, the Government drugs campaign, is launching a pocket-sized magazine in partnership with 20th Century Fox, MySpace and CD WOW!
The fold-out magazine, which will launch on February 29, will be called The Score and will target 11 to 16 year olds. It will be distributed through the Frank information bus – which tours schools – as well as in youth clubs, through street teams and offline partners. It will have a print run of 300,000 and will also be available as a download.
Billington Cartmell, the integrated marketing agency which created the campaign, says its partners were chosen “to resonate with the youth market”.
Robin Shelley, senior account manager at Billington Cartmell, says: “This is the biggest individual piece of activity we have created for Frank and it really allows us to talk to young people on their terms.”
The agency says the magazine will feature competitions, reviews on “the subjects that matter most” to the youth market. It will also feature information on how to access Frank’s drug advice service.
The first issue will feature free downloads from music download site 7digital, free currency for eBay-owned Swapitshop and a two-for-one cinema voucher.
Billington Cartmell was appointed through COI to handle the account in March last year. It is currently looking for brands to partner for the magazine’s next quarterly edition.