S/M/101. Critical Analysis of the 'Frank' marketing campaign

The 'Frank' campaign is the latest government initiative to dissuade young people from using drugs. This project's aim is to give a critical analysis of this campaign by analysing the communications mix for effectiveness in reaching target markets, determining whether the campaign is actually having the desired impact and identifying possible problems and shortcomings within the campaign. This investigation studies theories and models in social marketing, communication and consumer behaviour to see if these theories, when applied, do have the desired results. As well as research into these areas there is secondary and primary research undertaken to see if the results expected by using these theories and models match what is happening in reality, and if there are other factors that need to be taken into account. Adopting the social marketing mix, instead of the traditional 7 P's marketing mix, has benefits in some areas, but also produces gaps that mean following the mix rigidly could have a detrimental effect on any social marketing campaign. Research has shown that the 'Frank' drugs campaign has taken on board many theories, which have produced a more successful campaign than previously, but this campaign relies too heavily on other organisations, which is leaving gaps, with some segments of the market being neglected. Research has also shown that figures relating to drug use and knowledge in the young, especially in teenagers, can be inaccurate due to the nature of their behaviour and what seems to be bravado amongst groups. Some theories and models become invalid due to a high percentage of random behaviour that is outside the norms for many young people. Finance is also a major issue with the success of this campaign, as what looks good on paper can't be fully utilised due to lack of resources, again leaving gaps that have a detrimental effect on the campaign as a whole.