Casey House - "Break Bread Smash Stigma 2"

Bensimon Byrne

Bensimon Byrne Toronto, Canada

3406

This ad is part of the ACT Responsible Collection

Brand: Casey House
Country: Canada

Advertiser: Casey House

Title	Break Bread Smash Stigma 2
Brief	HIV is no longer the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread—through saliva, food and drink. When polled, 50% of Canadians said they wouldn’t knowingly eat a meal prepared by someone with HIV. Casey House wanted to challenge this ignorance with truth and compassion. And so the idea for a pop-up restaurant was born: June’s, the first-ever HIV-positive eatery. 14 people with HIV became something more than just their disease—they became chefs. For three nights, they chopped, sliced and sautéed under the watchful eye of head chef Matt Basile. Together, they invited patrons to smash stigma by breaking bread, and to swallow the prejudice that condemns so many HIV-positive people to suffer in silence.
Agency	Bensimon Byrne
Campaign	June’s: An HIV+ Eatery
Advertiser	Casey House
Brand	Casey House
Posted	January 2019
Business Sector	Hospitals, Healthcare facilities & Medical Services
Story	Even in a country as progressive as Canada, 50% of Canadians wouldn’t eat a meal prepared by someone with HIV. To smash HIV stigma, we opened the world’s first HIV-positive eatery and named it “June’s” after Casey House founder, June Callwood.
Media Type	Case Study
Creative Director	Joseph Bonnici
Creative Director	Dan Strasser
Creative Director	Laura Serra
Creative Director	Meredith Klapowich
Associate Creative Director	David Mueller
Copywriter	David Mueller
Associate Creative Director	Gints Bruveris
Art Director	Gints Bruveris
Art Director	Carly Ouellette
Agency Producer	Michelle Pilling
Account Director	Jill Engleman
Project Manager	Ashley Belfast
Strategist	Aurora Stewart de Peña
Director of social media	Daniella Perruccio
Social Strategist	Courtney Dionne
Photographer	Matt Barnes
Documentary Director	Hubert Davis