The Home Office is launching a £1m anti-cocaine campaign under its anti-drug Frank initiative. The campaign, which shows the dangers of cocaine use, will launch on Channel 4 at 10.15pm tonight (December 4).
The ad has been created by Mother and is centred around the character “Pablo the drug mule dog”, who dies while smuggling cocaine into the country. Waking from the dead, he goes on a mission to find out the truth about the risks and consequences of taking the drug.
The ads are aimed at 15 to 18-year-olds and direct young people to the Frank website, which has been created by digital agency Profero. The campaign is also being backed by the Department of Health and the Department for Children, Schools and Families.
The Frank helpline and website has been designed to offer confidential advice for all young people on drugs.
The campaign will be accompanied by an information pack to help those working with young people understand the complexity of issues surrounding cocaine and how they can link their work to the new campaign.