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Addicted on Arrival

Addicted on Arrival | Urgent Love Initiative | Grey
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Industry: Public interest & Non-profit
Media:Design & Branding
Style: Minimalism
Why is this work relevant for PR?

In this project, a new brand was created and launched in the same way a boutique retail brand would launch. Nothing helps a small boutique with no budget grow more than PR and word of mouth. This project relied heavily on press packages, earned media, influencer engagement and donated media from social media platforms to get the word out.
$0 was spent on paid influencers or paid media, but the idea was packaged in a way that attracted lots of media attention.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Not applicable. Opi’s products were not actually sold, so there were no applicable regulations.

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

Opi’s line of baby products for newborns withdrawing from opioids is relevant for several reasons. 1) It confronts a massive health crisis 2) It raised enough money to connect dozens of mothers to drug support and treatment 3) It reached millions of Americans who are unaware of the problem.


Every 15 minutes a baby is born addicted to opioids, according to the National Institutes of Health, one of America’s most respected health research organizations. This 400% increase in infant opioid dependency is happening because most mothers can’t access or afford treatment for their substance use disorder. As the opioid crisis hits critical mass, something has to be done to help at-risk mothers before they give birth. If they don’t get help, their newborns can suffer from tremors, low weight, irregular heart rates and even death.

Describe the creative idea (20% of vote)

Addicted mothers face enormous stigma and judgement by the public. So, to help opioid’s most stigmatized victims, you have to focus on a victim no person could ever judge – their newborn children.
Opi’s: the first baby brand for babies withdrawing from opioids was launched. The fully functioning brand would have an online store, social media channels, a spokesperson and most importantly, a line of products designed for babies coming off of heroin, Oxycontin and Fentanyl. The goal was to use our product concepts to raise awareness of the issue and get donations to get Moms the support, education and treatment they need.

Describe the strategy (30% of vote)

Opi’s focused on reaching the audience most likely to donate: parents.
So, Opi’s was launched exactly like a boutique baby brand those same parents would already shop at. The brand would be active on Instagram & Facebook, use lifestyle influencers who were parents and sell a visually stunning product line with a targeted digital campaign. By mimicking the PR strategies and visual aesthetics of existing baby brands, Opi’s disguised its dark message about opioids in a harmless and inviting package.

Describe the execution (20% of vote)

Opi’s used insights from local doctors to design product prototypes based on each symptom of opioid withdrawal.
The Morphi Spoon – inspired by the morphine some babies need to be weaned off opioids
The Breathe & Feed – designed to keep infants with nerve damage from choking on their milk
And the Heart Rate ‘N Rattle – created to monitor their dangerously irregular heart rates.
The brand and its products were then launched like a normal baby brand. Influencer kits were constructed and sent to mommy-bloggers, lifestyle influencers and a social campaign targeted the products at parents. All of this invited people to visit our online store. There, customers learned about the problem, the products and were prompted to help by donating instead of a buying a product.
The funding all going to provide education, support and treatment for expecting mothers, ending the cycle of addiction.

List the results (30% of vote) – must include at least two of the following tiers:

• Tier 1: 100% positive coverage from major media outlets like US News & Report, Yahoo, Bloomberg and CBS.
• Tier 2: Target Audience Outcomes – 86 million impressions in the first 24 hours of the campaign. 6 million confirmed impressions of our target market on Instagram and Facebook alone.
• Tier 3: Business Outcomes – Campaign raised enough money to connect 30 mothers with treatment and support.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Health & Wellness
Non-profit / Foundation-led Education & Awareness
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