Communications and campaigns

FRANK Awards 2009 Winners Announced

Promoting innovation and good practice in stakeholder communications

The 2009 FRANK stakeholder awards recognised and rewarded stakeholders across England, who had worked to raise awareness of drug issues and made an impact in their community, through innovative communication campaigns (2007 - 2009).

Applicants were invited to enter examples of communications aimed at young people or the wider community.

And the winners are;

1. Nottingham Crime and Drug Partnership and Nottingham Trent University for 'Heart and Soul of the Party?'
   
2. Kirklees for 'Crossing the line'
   
3. Knowsley Department for Children and Family Services for 'Bobby Gets Cool'
   

Heart and Soul of the Party

Selected as the first prize winner for its comprehensive approach, through methods and process from research right through to quantifiable evaluation.  It was recognised for its strong partnership work, youth-led, innovative and creative approach, and the longevity and the replicable nature of the project.

The aim of the campaign was to promote debate amongst young people about the consequences of cocaine use with alcohol, whilst driving traffic to the FRANK website and local drug services.  The project was undertaken by a group of year 4 students at Nottingham Trent University whose target audience was the student and clubbing populations of Nottingham.  Campaign collateral was produced to support the initial launch and as a result it expanded beyond the campus into local pubs and clubs.

Originally the students researched fellow student's attides towards cocaine use, their knowledge, or lack of , around cocaethylene, they then searched nationally for resources that were currently available on this issue (there were none) and used recommendations from the FRANK reseach into young people's atitudes towards cocaine use. Using this information the campaign was designed and developed to reach the target audience of students but in a way that could be broadened out for use with young people not in education.

The content of the campaign striked a balance between getting a hard hitting information across, using a combination of humour, irony, illustration, photo's cartoons, real life quotes all in a non judgmental way that encourages the individual to make up their own mind. 

The post launch resources include: an information leaflet designed in partnership with the students, complementary posters and a story book calendar, which over the months charts the process from so-called recreational cocaine use, through problematic use into dependence.  The campaign also covers the legal penalties that are faced by anyone caught in possession of cocaine, along with help and support contacts.

The campaign was evaluated as excellent and fully met its aim according to course examiners at the university.  Following on from its initial launch within the university the campaign was successfully extended into local pubs and clubs, the emergency department and youth clubs across the city.  The resources have been universally welcomed in all environemnts and feedback from young people and professionals alike has been very positive.