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David Griner | April 24, 2019

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

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

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.

Read the full article from ADWEEK here.