Justen Ross, a Black queer multihyphenate performing and teaching artist from Atlanta, delivers a heart-melting spoken word outline of what it’s like to live in a world that still stigmatises HIV.
People with HIV are still living with stigma. His narration leads Destigmatize: Voices, the next chapter of the HIV awareness platform, Destigmatize.ca, by ballroom arts organisation and sex workers support organisation, Maggie’s Toronto, with returning partner, interior design firm, Yabu Pshelberg. It aims to deepen public understanding of HIV stigma and the complexities of disclosure by using personal storytelling to show how empathy and informed action shape the experiences of people living with HIV.
The narration, grounded in interviews with community members living with HIV, explores resilience, community care, and the emotional weight of stigma. Produced by Toronto-based hybrid production company, Plot, and directed by Eric Richards, the work shifts from last year’s educational focus into deeper emotional territory.
“Stigma isn’t abstract—sometimes it’s loud and unmistakable; other times it hides in the quiet moments where people living with HIV are asked to carry more than they ever should,” stated Nikolaos Théberge-Dritsas and Tamar Carter, co-founders, FUNCTION. “Ballroom taught us that our stories aren’t just meant to be told—they’re meant to be carried forward. There is nowhere else we would rather stand, and no mission we believe in more deeply than honouring those truths with care. With Voices, we grounded the work in lived experience to show how empathy, language, and informed action can shift the conditions around disclosure and support, helping build a culture where people feel seen, supported, and safe.”
The hero film is supported by these:
“We wanted to create a space where the freedom and truth of these stories could come through in a way that preserves their authenticity,” stated Rahul Madan, partner and executive producer at Plot.
“The spoken-word form allowed us to tell these stories in a way that feels intimate and human, with the community guiding the conversation,” added Eric Richards. “By pairing the words with a visual language that supports them, we hoped to deepen resonance and show how we can all play a part in easing HIV stigma.”
And the campaign is accompanied with a refreshed campaign identity and digital hub built by Locomotive. The campaign will officially launch on December 16 across Destigmatize.ca and partner channels.
Credits:
Created for: FUNCTION & Maggie’s Toronto
Creative Director & Executive Producer: Nikolaos Théberge-Dritsas
Creative Director & Program Manager: Tamar Carter
Produced by Plot
Directed by Eric Richards
Executive Producers: Rahul Madan, Maxim Vlasseko
Producer: Moé Nurse
Cinematographer: Matt Levin-Gold
Photographer: Kirk Lisaj
Offline: Saints Editorial
Editor: Ross Birchall
Assistant Editor: Sam Rousseau
Offline Executive Producer: Emily McKay
Online: Darling VFX
Executive Producer: Stephanie Hickman
Online Producer: Joelle Aani
Colourist: Patrick Samaniego
Colour Assistant: Eric Kingsbury
VFX: Alyssa Krystin Schmidt
Audio: TA2 Sound + Music
Audio Director: Joseph Frustaglio
Executive Producer: Christine Leslie
Engineer: Ken Lo
Music & SFX: TA2 Sound + Music
With Thanks To:
Funder: ViiV Healthcare
Partner: Yabu Pushelberg
Production Partner: Plot
Post-Production Partner: Saints Editorial
Web Partner: Locomotive
Styling Partner: Holt Renfrew
Safer Sex Partner: Jems
PR Partner: Shannon Stephaniuk, Glossy
Rental Partner: Ontario Camera
