Casey House, Canada’s first and only stand-alone hospital for people living with HIV/AIDS, is taking a bold step forward in their ongoing effort to eradicate HIV/AIDS by igniting a conversation around the stigma that people living with HIV/AIDS experience.
The new campaign, Break Bread Smash Stigma, comes with the launch of a state-of-the-art facility, a study revealing shocking statistics around Canadians’ perceptions of people living with HIV/AIDs, and Canada’s first-ever HIV+ eatery. Toronto-based creative agency Bensimon Byrne created the campaign with PR support from its sister company, Narrative.
Casey House opened up the world's first pop-up restaurant run by HIV positive chefs. June’s, named after Casey House's founder and prolific Canadian activist June Callwood, in collaboration with Chef Matt Basile, of Toronto-based restaurant Fidel Gastro. Chef Basile worked with 14 HIV positive individuals-turned-cooks to develop the menu, train, and cook for patrons.
Agency: Bensimon Byrne / Narrative
Client: Casey House, Joanne Simons, Martha Turner
Photographer: Matt Barnes