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Opi's Tragic New Baby Brand Highlights the Plight of Opioid Addiction

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Grey NY's product concepts visually represent the impact of the opioid epidemic on families and aim to raise money for Urgent Love

Opi's Tragic New Baby Brand Highlights the Plight of Opioid Addiction
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

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.

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.”

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Production Company

Production Company: Tool of North America

Director: Adam Baskin (Director of Innovation)

3D Lead: Ryan Hawthorne

Production Service

Production Service Company: Townhouse

Executive Producer: Michael Sapienza

Producer: Bob Sobol, Jose Gonzalez (Print Producers, Comp Artists)

Photographer: Thomas Brink (Video), Chase Wagner (Video, Assistant Editor)


Creative Agency: Yawn Moon

President: Seth Williamson (Prop Design)


Edit Company: Cosmo Street

Editor: Marlo Caine

Edit Assistant: Kyle Moriarty

Creative Agency

Creative Agency: Grey NY

Chief Creative Officer: John Patroulis (Worldwide)

Executive Creative Director: Joe Mongognia

Copywriter: Abigail Hoeflinger

Art Director: Alyssa Gaddis

Associate Creative Director: Brett Simone, Lillian O’Connor

SVP, Account Director: Marie Massat

Social Media Director: Kenny Gold (SVP)

Social Strategist: Bryce Mathias

Account Director: Laura Konopack (SVP, Activation)

Designer: Brian Lai

Creative Technologist: Mauricio Ruiz

Global Chief Communications Officer: Owen Dougherty

Director: Graham Nolan (SVP, Reputation Management)

Executive Producer: Bruce McDonald (VP)

Integrated Producer: Samantha Alvarado

Content Architect: Finn Leslie (Senior)


Advertiser: Prevention Council of Roanoke County

President: Robert Natt

Executive Director: Nancy Hans

Clients: Walt Boyle (Urgent Love Initiative)

Genres: People

Categories: Health, Corporate, Social and PSAs

Grey New York, Thu, 25 Apr 2019 09:07:52 GMT