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April 26, 2016 – The Urgent Love Initiative – a pilot project focused on fighting addiction, initially within 26 counties and 12 cities in southwestern Virginia – teamed up with ad agency Grey New York to launch the nationwide campaign, which features ads on Facebook and Instagram. Users can go to the Opi’s Baby website and purchase each of the baby-geared products, though they won’t actually receive one: Funds will go to the Urgent Love Initiative for treatment and social support for moms and babies in the Virginia region it serves. The campaign hopes to spread its message with the help of influencers like former U.S. Rep. Patrick Kennedy, actor Rob Lowe and Nina Westbrook, the wife of NBA star Russell Westbrook.
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