Casey House, the Canadian hospital unlike any other providing care to those living with and at risk of HIV, has launched an anti-HIV drug called Stigmavir through agency, Bensimon Byrne. The drug doesn’t aim to cure HIV, it aims to cure HIV stigma.
Stigma in health care is harming people living with HIV, with one in five people living with HIV being denied. The fictitious drug was launched with an upbeat musical PSA set to a musical adaptation of the famous song, I Will Survive, with rights provided by Gloria Gaynor herself. The film was directed by by Mark Gilbert through Untitled Films.
“Even in spaces run by people educated about health, HIV stigma persists. The Stigmavir campaign marks the next chapter in our longstanding Smash Stigma initiative to eradicate HIV stigma,” says Joanne Simons, Casey House CEO. “Stigma remains a significant barrier for individuals living with HIV seeking access to health care. This year we’re inviting other health care providers to join us in the mission to create positive health care spaces that are informed, sensitive, inclusive, and inquisitive rather than assumptive. Everyone deserves health care that meets their needs, treats them with respect and maintains confidentiality.”
The campaign sits within the platofmr, #SmashStigma.
For people living with HIV, stigma is one of the most reported barriers to accessing health care. Disclosure to medical professionals can result in stares, microaggressions, and even denial of care, particularly during vulnerable moments like emergency or mental health care. Experiences of prejudice, discrimination, and stigma can cause patients to internalise this negativity, leading to a higher risk of depression and worse health outcomes, such as a delayed diagnosis.
“Despite the scientific advancements in health care and increased knowledge of HIV, unfortunately stigma still exists,” stated Dr Eileen de Villa, Toronto’s Medical Officer of Health. “Health care leaders like Casey House play a crucial role in educating Canada’s health care providers on what stigma-free care truly involves. Initiatives like Stigmavir not only raise awareness of overlooked issues but also empower health care providers with the essential tools and resources to offer compassionate care to their patients.”
Casey House is leading the charge against HIV stigma in health care by inviting health care practitioners to join the movement in creating compassionate spaces for those living with or at risk of HIV. While Stigmavir is fictitious, it is an invitation to think about the way everyone in health care engages with people living with HIV.
“People still don’t like having positive people around, and also it’s hard that we’re still facing stigma from health care practitioners,” stated Yasir, a documentary participant involved in the project. “This message is important because it not only invites health care providers to provide compassionate care and recognise unconscious biases, but also shares stories from HIV+ individuals and their experiences of receiving equitable care.”
Additionally, Casey House has created an HIV Stigma-Free symbol, similar to LGBTQ+ signage seen in the windows of businesses, available for download by health care practitioners. This symbol, accompanied by a toolkit of resources, will signify their efforts to provide stigma-free care for individuals living with HIV.
“This marks the fifth iteration of Casey House’s #SmashStigma campaign, which has become the largest and most impactful campaign combatting stigma globally,” commented Joseph Bonnici, CCO for Bensimon Byrne’s parent company, Tadiem. “This year we opted to infuse a lighter tone into the serious issue of stigma faced by people living with HIV. The campaign is designed to educate health care practitioners in the right voice, but also be engaging and entertain them in order to change behaviours. The Stigmavir campaign is designed to go beyond awareness of the problem, to create action. We want health care practitioners to participate in creating stigma free spaces.”
Credits:
Client: Casey House
Chief Executive Officer: Joanne Simons
Chief Development and Marketing Officer: Alanna Scott
Communications Director: Lisa McDonald
Agency: Bensimon Byrne
Chief Creative Officer: Joseph Bonnici
SVP Strategy: Jenn Bell
Creative Directors: David Mueller & Gints Bruveris
Associate Creative Director: Kyle Simons
Copywriters: Nathan Houseley, Kyle Simons, David Mueller
Art Director: Gints Bruveris
Designer: Feilin Fu
Agency Producer: Michelle Pilling
Business Lead: Jessica Cupola
Project Manager: Sandra Morales-Macedo
Program Director: Oliver Glover
Studio Director: Sanjay Manjar
Studio Designer: Rudy Cho
PR & XM Agency: Narrative
Media Agency: Bensimon Byrne
Production Company: Untitled Films
Executive Producer: Tom Evelyn
Director: Mark Gilbert
Director of Photography: Kris Belchevsky
Line Producer: Adam Rodness
Production Coordinator: Tyler Klementti
Casting: Mann Casting
Choreographer: Mark Samuels
Editorial: Button Factory
Producer: Michelle Pilling
Editor (offline): Tim Pienta
Editor (online): Jacques Parys
Transfer: Artjail
Colourist: Clinton Hommuth
Music and Sound Design: Berkeley Inc.
Executive Producer: Tyna Maerzke
Director & Engineer: Jared Kuemper
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