FRANK: Qualitative research with vulnerable young people

• Contrary to findings of previous research it emerged that many Vulnerable Young People (VYP) live at home with their families and have similar patterns of leisure activities and media consumption to other teenagers. It therefore seems likely that, with the exception of the homeless and sex workers, most VYP will be as likely as other teenagers to see the FRANK campaign in a wide variety of media settings.
• The research also reveals, however, that a lot of vulnerable young people spend a disproportionate amount of time outdoors. They congregate with other VYP on street corners, in parks, on waste ground, at bus stops and on railway stations. This is particularly true of VYP when they first start exhibiting behavioural problems like truanting and start experimenting with drugs. This suggests that the use of outdoor and transportation advertising sites would also be necessary in order to maximise the campaign viewing opportunities for this audience.
• Whilst most of the participants welcomed the tone and content of FRANK campaign materials most felt that they already had direct local access to information and support about drugs.
• The categories of vulnerable young people which have been identified in Government policy documents are not discrete groups. They share many common characteristics and exhibit multiple reasons for being considered 'at risk'.
• The signs are that the 'at risk' status of vulnerable young people where drug-taking is concerned starts at a much younger age than for the general population.

Recommendations

Overall, the findings of this research suggest that FRANK's relevance for vulnerable young people would be increased if the following factors were taken into account:

• Recognition that outreach workers attached to NGOs are often the first point of contact when vulnerable young people start experimentation with drugs and that they need material they can distribute involving local contact phone numbers/addresses for youth workers and clubs
• Experimentation with drugs and problematic behaviour starts at a younger age amongst vulnerable groups and communications need to take account of the fact that some children aged 8-11 may require the type of information and support normally associated with older children
• The tone of voice used in communications aimed specifically at vulnerable young people should be warm and friendly but less flippant than in the mainstream FRANK campaign
• The scenarios in VYP communications should ideally reflect the type of stresses and pressures which VYP face living in socially-disadvantaged communities.
• Appreciation of the fact that FRANK's role for VYP groups is more likely to involve referral to face-to-face services for crisis intervention and long-term support, than is the case of mainstream teenagers where a telephone service, website and written publications will generally suffice.