Talk to Frank, the government-run drugs advice and information service, is teaming up with the Ministry of Sound (MoS) to launch a podcasting campaign aimed at teenagers.
The podcasts aim to meet the needs of the young audience that Frank targets, in a way that is convenient for them. Each podcast is about five minutes long and can be downloaded from the MoS website and will also be available via iTunes. To support the podcasts, a dedicated microsite called The Cubicle as been developed – ministryofsound.com/thecubicle
The Frank/MoS podcasts will feature interviews with famous DJs including Jazzy M, Bill Brewster and Judge Jules. They will talk to Sarah Graham, a spokesperson for the Frank campaign and an addiction therapist, about the potential dangers of drug use and the problems it can cause.
The campaign has been devised and brokered by i-Level, COI Communications’ digital media planning and buying agency.
Mark Phillips, MoS head of digital sales, says: “Ministry of Sound is a credible digital platform to help brands such as Talk to Frank reach their intended youth audience.”
The Talk to Frank initiative is jointly managed by the Home Office, Department for Education and Skills and the Department of Health. Launched in 2003, it aims to talk to youths in their own language and environment.
Late last year it became the official sponsor of the networked urban dance chart Fresh 40 in a nine-month deal.