PROJECT: PROJECT POPPY - A PRO-BONO AWARENESS CAMPAIGN

CLIENT: SHATTERPROOF.ORG

McCann Health New York created an art installation in New York's Herald Square for nonprofit client Shatterproof's #HopeStems campaign. The goal was to change the perception about opioid addiction and reduce stigma by letting the public know the medical truth.

The US National Institute on Drug Abuse (NIDA) defines addiction as a chronic brain disease. Opioids actually change the chemistry in your brain, including the areas that are critical to judgment, decision making, and behavior control. Opioid addiction is a brain disease, not a moral weakness. When addiction is treated as a disease, people who are addicted will feel less shame and be more likely to seek treatment, and ultimately recover.

The #HopeStems campaign uses flowers to bring hope by revealing the truth about opioid addiction. The four day art installation was held in Herald Square, NY outside of the Macy’s Flower Show. Over the course of 4 days, the beautiful floral brain (9000 carnations) gets changed by black poppies (200 hand-made paper black poppies) that represent opioids.

PHOTOGRAPHY: Matt Butler (Time Lapse) and Gus Powell (Portrait and Street)

FLORAL DESIGN: Water Lily Pond Floral and Makerie Studio

SET BUILD: Exaco Co.

—————-

MENTIONS IN THE PRESS

Ad Week: https://www.adweek.com/creativity/made-from-9000-flowers-this-brain-sculpture-reveals-a-key-message-about-opioid-addiction/

Medical Marketing & Media and Campaign: https://www.mmm-online.com/home/channel/campaigns/giant-brain-made-entirely-of-flowers-will-change-how-you-think-about-addiction/

Best Ads on TV: https://www.bestadsontv.com/news/blog.php?id=42656

Little Black Book: https://lbbonline.com/news/striking-brain-sculpture-made-from-flowers-illustrates-how-opioid-addiction-works/

Muse by Clio: https://musebycl.io/health/mccann-built-giant-floral-brain-show-addiction-disease-not-moral-weakness