The ad campaign is the latest attempt by local drugs workers to inform young people in the region about the Home Office's drugs advice service.
Chris Maude, the team's information officer for young people, said: "We've found that young people in the Northeast do not relate easily to national campaigns and are put off by national or London-based helpline numbers. It's a north/south divide issue, and the Frank campaign had a low profile in the Northeast."
The team has previously run events including under-18s club nights, school tours and music events to help to boost local awareness of the service. Its promotional activities are backed by 72,000 of Home Office funding and a further 10,000 from other local drug action teams.
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