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#HopeStems

#HopeStems | Shatterproof | M:united//mccann
Download Download JPG | 3530x2502px
basics
Industry: Corporate self-promo
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

n/a

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

In the USA, stigma around addiction discourages people from seeking help. To combat this, opioid addiction must be seen as a brain disease, not a weakness. Our floral brain -overtaken by opium poppies- demonstrates this medical truth. This reduces stigma and encourages people to seek treatment. This will save lives.

Cultural/Context information for the jury

“Addicts are weak. Let them die.“ In the USA, opioid addiction is a national crisis with 130 people dying every day. It’s not just addiction that is killing people, it’s the ugly stigma and judgment that discourages people from seeking help. To combat this, opioid addiction must be seen as a brain disease, not a weakness. Our floral brain-overtaken by opium poppies- demonstrates this medical truth. This reduces stigma, brings hope in a time of despair and encourages people to seek treatment. This will save lives.

The campaign’s name - Hope Stems – works on different levels. Stems is a reference to flower stems. Stems also means “to come from” or “the source.” So, Hope Stems means; hope is coming from our flower brain.

Tell the jury about the art direction.

To combat the ugly stigma around opioid addiction, and demonstrate that it’s a brain disease nor a weakness, we built something beautiful; a 600lb brain of flowers. Why flowers? Opioids come from flowers – the opium poppy.

Floral designers studied the brain, then fabricated a wooden frame to match its intricate shape. Then, after testing different flowers, 9000 carnations were added. Carnations are long lasting and easier to sculpt. The color story was critical. We wanted beauty with stopping power but also to stay true to the brain’s contours. So, pink carnations were used on the surface, with darker reds in the folds to create dimension and depth.

As for the 300 poppies that changed the brain? A paper artisan from Oslo handcrafted every one. Why paper poppies? Well the real opium poppies are illegal.Wrapped round each paper poppy was an artfully printed cloth with an anti-stigma message of hope.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2019
Bronze Health & Wellness
Non-profit / Foundation-led Education & Awareness
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