Forza Crafts Medicinal Warnings

Standing on the stage of a school auditorium, a third-grader dressed as a white antibiotic pill fends off attacks from green-costumed “viruses” in a new health campaign from Forza Marketing Group.

The public awareness spot on the dangers of increasing antibiotic resistance is a joint effort of the Arkansas Foundation for Medical Care and the Arkansas Department of Human Services. The budget for the campaign was not disclosed.

“Our first goal was to find a fresh way to entertain our target audience,” said Forza creative director Shawn Sollway. “The play setting allows us to deliver a rather complicated message in a simple form.”

In the play, the medicinal pill is eventually defeated by the viral forces due to overprescription and a weakening of the antibiotic.

In addition to statewide television and print ads, the Little Rock, Ark., agency has created a Web site and educational kit for distribution in elementary schools. The kit includescoloring books, buttons, games and contest ideas.

In addition to educational applications, the effort also supplies doctors with pre-printed prescription pads that list alternatives to antibiotics and information cards for display in waiting rooms.

The antibiotic campaign which broke last week is the fifth created by Forza for the Arkansas Foundation for Medical Care. The two parties have previously worked on programs for breast cancer awareness, diabetes, asthma and pneumonia.