The National Institute on Drug Abuse (NIDA)1 defines addiction as a chronic brain disease. Opioids actually change the chemistry in your brain, including the areas that are critical … read moreto judgment, decision making, and behavior control.The goal of McCann Health's non-profit client, Shatterproof's HopeStems campaign is to change the perception about opioid addiction and reduce stigma by letting the public know the medical truth. 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: that it’s a chronic illness that changes the brain, and that recovery is beautiful. The art installation is in Herald Square, NY outside of the Macy’s Flower Show. Over 3 days the beautiful floral brain (9000 carnations) gets changed by black poppies (200 hand-made paper black poppies) that represent opioids. On the final day, today, visitors will be asked to be part of the solution and remove a poppy. On every stem will be an anti-stigma message of hope. Through the public’s help, the floral brain will recover to its former beauty.
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