This Unsettling Line of Baby Products Was Designed for Newborns Facing Opioid Withdrawal

Many of us have seen the devastating toll of opioid addiction and withdrawal on adults, who are statistically likely to relapse eight times before escaping the drug's hold. But picturing such an ordeal being faced by a newborn is an image so heartbreaking, we can hardly process it. To help visualize this unimaginably heartbreaking issue, agency Grey New York and the Roanoke-based Urgent Love Initiative have created a fictional line of baby products called Opi's, tailored to the needs of newborns struggling with opioid withdrawal inherited from addicted mothers. Through its website at OpisBaby.com and the introduction video below, the campaign aims to get more people thinking about how opioid abuse affects pregnancies, infant health and childhood development. The campaign used customized social accounts and influencer outreach to spread the message through the attention-grabbing visuals. [kickout id="5"] The group behind the campaign, Urgent Love, aims to erase stigmas around substance abuse and spark open, community-wide dialogue about opioids and the resources available for treatment. "Most addicted mothers who need this treatment have no help available to them, or no money to pay for it,” says Nancy Hans, executive director of The Prevention Council of Roanoke County 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." [kickout id="1"] [kickout id="2"] [kickout id="3"] [kickout id="4"] 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

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This Unsettling Line of Baby Products Was Designed for Newborns Facing Opioid Withdrawal

The inventions aren't real, but the problem certainly is

David Griner

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