The 2005 strategy focussed on asserting Frank's expertise and highlighting to the core audience that Frank is the only trusted source for credible and accurate information about drugs. In this execution, we acknowledge that young people have the need to ask drug-related questions and that Frank is available to answer any question. Creatively, we use the nerdy character to puncture drug taking scenarios and ask inappropriate questions. These interventions are designed to be both comic and dramatic and demonstrate that the nerd is asking the wrong questions to the wrong people and should in fact be speaking to Frank.