NEW YORK, April 24, 2019 /PRNewswire/ -- Every 15 minutes a
baby is born withdrawing from opioid dependency – primarily because
their mothers have little-to-no access to treatment for their
substance use disorder. As this crisis hits critical mass, the
Urgent Love Initiative of Roanoke,
VA has teamed up with ad agency, Grey New York, to help
those very mothers and their soon-to-be newborns find
treatment.
Using insights from interviews conducted with Neonatal Intensive
Care Unit professionals with experience at Carilion Clinic and
other medical centers, Urgent Love created the first baby product
line designed around the withdrawal symptoms faced by newborns
affected by opioids. They dubbed their tragic new brand, Opi's
(www.opisbaby.com).
Examples of the products include a morphine-injecting baby spoon
and rattle with a heart monitor attached. Consumers can find the
products via a digital ad campaign featuring mommy-bloggers,
influencers, Instagram and Facebook ads. Opi's demo video
(https://grey.box.com/s/av85ns1eq123twjfl8a086le98ir5df2)
With the help of Grey and Tool of North America, 3D models and prototypes were
created to highlight key aspects of infant withdrawal. An online
store and influencer-led ad campaign were then launched. The
product concepts, which are not for sale, are meant to visually
represent the impact of the opioid epidemic on families and
directly raise money for Urgent Love. The non-profit program helps
moms suffering from addiction find the support, education and
treatment they need for a healthy future.
"Most addicted mothers who need this treatment have no help
available to them, or no money to pay for it," said Nancy Hans, Executive Director of The Prevention
Council, and co-founder of the Urgent Love Initiative. "By
launching Opi's, we hope to raise awareness, raise desperately
needed funding to help mothers before they wind up in a situation
where they're having a child while addicted to opioids, and ensure
their postpartum path forward remains drug-free."
Please see:
- High-res images of all 3 products
https://grey.box.com/s/eipmxcdut2sgad6k02v7ev2ba4oq5zvv
- Product-centric videos
https://grey.box.com/s/vimi6puk6g2fbnfnzr0ochi2n7unnts1
Opi's social channels:
- Facebook Opi's:
https://www.facebook.com/Opis-261210714833722/?ref=bookmarks
- Twitter @opisbaby: https://twitter.com/opisbaby
- Instagram @opisbaby: https://www.instagram.com/opisbaby/
About The Urgent Love Initiative
The Urgent Love
Initiative is a collaborative community engagement strategy
designed to shift the conversation of addiction and loss out of the
shadows into a more accurate understanding of our collective
challenge, putting actionable solutions and local resources at the
fingertips of those who need it. www.urgentlove.org
About GREY
Grey is the advertising network of Grey
Group, which ranks among the largest global communications
companies. Its parent company Is WPP (NYSE: WPP). Under the banner
of "Grey Famously Effective Since 1917," the agency serves a
blue-chip roster of many of the world's best known companies:
Procter & Gamble, Kellogg's, Canon, Marriott Hotels &
Resorts, Nestle, Applebee's, and T.J. Maxx. In recent years, Grey
has been named ADWEEK'S 'Global Agency Of the Year" twice;
ADVERTISING AGE's 'Agency Of the Year' and CAMPAIGN magazine's
'Global Network of the Year' in recognition of its creative and
business performance. www.grey.com
About Tool
Tool of North
America is a creative production partner that concepts and
creates award-winning advertising for the world's bravest brands.
Tool is powered by its best-in-class roster of talent and its
nimble approach to storytelling at the pace of culture and
innovation - from Live Action to Experiential, AR, and AI. Tool
collaborates directly with top brands like Amazon, Netflix and
Facebook and world class agencies. Since its launch, Tool has
created work that has won over 700 prestigious awards, including
Emmys, Cannes Lions, The One Show, SXSW, and AICP. Tool was also
named to Creativity's Production Company A-List honors from
2010-2017, and in 2016, the company was awarded Cannes Lions'
highest production honor, the Palme d'Or. www.toolofna.com
CREDITS
Prevention Council of
Roanoke County
Robert Natt – President
Nancy Hans – Executive Director
Walt Boyle – Urgent Love
Initiative
Grey NY
John Patroulis
– Worldwide Chief Creative Officer
Joe Mongognia – Executive Creative
Director
Brett Simone – Associate Creative
Director
Lillian O'Connor – Associate
Creative Director
Abigail Hoeflinger – Copywriter
Alyssa Gaddis – Art Director
Marie Massat – SVP, Account
Director
Kenny Gold – SVP, Director Social
Media
Bryce Mathias – Social
Strategist
Finn Leslie – Senior Content
Architect
Laura Konopack – SVP, Account
Director Activation
Brian Lai – Designer
Mauricio Ruiz – Creative
Technologist
Owen Dougherty – Chief
Communications Officer
Graham Nolan – SVP, Director,
Reputation Management
Bruce McDonald – VP, Executive
Producer
Samantha Alvarado – Integrated
Producer
Tool of North
America
Ryan Hawthorne
– Lead 3D Artist
Adam Baskin – Director of
Innovation
Yawn Moon
Seth
Williamson – President / Prop Design
Townhouse
Michael
Sapienza - Executive Producer
Thomas Brink – Video
photographer
Chase Wagner – Video photographer,
Assistant Editor
Bob Sobol – Print Producer / Comp
Artist
Jose Gonzalez – Print Producer /
Comp Artist
Cosmo
Street
Marlo Caine –
Editor
Kyle Moriarty – Assistant Editor
Contacts:
Owen Dougherty
(owen.dougherty@grey.com)
Nancy Hans (nhans@pc4y.org)
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SOURCE Grey