Problem

Aggressive marketing of second-generation antipsychotic medicines led to their widespread, use in children with behavioral issues—often when the drug’s use was not officially indicated. These “atypical” antipsychotics were heavily promoted as having fewer side effects than older drugs, downplaying serious metabolic risks like weight gain, diabetes, and gynecomastia (enlarged breasts in boys). This misleading representation contributed to overprescribing, particularly among children in foster care, prompting several states to eventually impose restrictions on their use in this young population.

Strategy

After consulting with psychiatrists who recognized the limited indications for prescribing these medications for particular children, we decided to acknowledge their potential benefits, while educating prescribers about their associated risks and the growing concerns of overprescribing.

Creative Solution

Using the overarching theme of ‘risk,’ we developed a series of digital and print ads designed to highlight the potential dangers of prescribing antipsychotics in children. One card depicted a child standing precariously atop a chair, symbolizing the inherent risks of these medications. Another portrayed an overweight child sitting alone on a gym bench, visually conveying the isolation and stigma that can result from excessive weight gain. By utilizing evocative imagery rather than direct criticism, our approach encouraged healthcare providers and parents to weigh the potential risks of these agents more carefully, before quickly accepting them without caution.