DRUG ADVICE CAMPAIGN IS WASTED OPPORTUNITY, SAY CHARITIES

The government's new UKP 3m drugs education campaign was today condemned by
a drugs charity for failing to provide any useful information to young
people or their parents.

Danny Kushlick, director of the Transform drugs policy institute, branded
the Talk to Frank campaign a "wasted opportunity" because it offered no
advice on harm reduction.

Mr Kushlick, a former drugs counsellor, said the information on the
campaign's website - talktofrank.com - focused on the penalties of using
drugs without explaining how young people could reduce the associated
health risks.

He said: "The campaign is crap. The focus is entirely on illegality. It
looks like it's been designed by some official at the Home Office.

"The entry on coke says that supplying it can get you jailed for life. No
one gets life for supplying coke, even major smugglers - and definitely not
people dealing small amounts to their friends. It's not credible."

The campaign targets parents and carers as well as young people, urging
them to Talk to Frank for advice on substance abuse and drug addiction in a
series of TV commercials, plus radio, posters and print advertisements.

But Mr Kushlick said: "Who is it aimed at? If they wanted to engage young
people, they should have addressed the issue of criminality - why some
drugs are legal and why some are not. Frank dodges that debate entirely.

"Only parents with no knowledge of drugs whatsoever would find this
information useful but it's not going to help them talk to their kids."

He added that the strategy, which focuses on Class A drugs such as crack
and heroin, should have explained how users could take the drugs more safely.

"For example, research shows that if you deeply inhale dope and hold the
smoke in your lungs that increases the adverse effects. All they needed to
say was don't inhale deeply," he said.

Len Mackin, programme manager at the drugs charity and treatment service
Cascade, criticised the campaign for giving a misleading picture of how the
police dealt with young drug users.

He said: "We tell parents that the police are a lot more sympathetic than
is thought and will not come crashing into their homes if they raise
concerns about their children. But the TV ad shows the police doing just that."

Shona Beaton, director of operations at drugs charity Release, said: "Talk
to Frank conjures up an image of a white older man. But it's definitely
more friendly than the national drugs helpline."

But along with some other drugs charities, she welcomed the initiative as a
departure from the "just say no" approach.

Roger Howard, chief executive of the drugs policy think tank DrugScope,
said: "Frank has been extensively trialed in the community where young
people and their parents seem to be receptive to the campaign.

"Frank will hopefully provide better and more accurate information for
young people and their parents to encourage them to talk to each other
about this topic and we look forward to seeing the evaluation on the
effectiveness of this in the future."