Despite decades of progress in HIV treatment, stigma in health care persists — with 1 in 5 people living with HIV reporting being denied care because of discrimination and bias. Even well-meaning health professionals can unknowingly perpetuate stigma, leading to poorer health outcomes and avoidance of care. Casey House set out to confront this entrenched issue within the very system meant to heal.
Initiatives like Stigmavir not only raise awareness of overlooked issues but also empower health care providers.
– Dr. Eileen de Villa, Toronto’s Medical Officer of Health
We turned the problem on its head with Stigmavir — a fictional “drug” that cures stigma among health care providers. By speaking to practitioners in a language they know best, the campaign combined strategic insight with creative boldness: a parody pharmaceutical campaign anchored by a reimagined version of Gloria Gaynor’s “I Will Survive”, along with direct mail, OOH, cutdowns, and a dedicated website packed with tools and resources for stigma-free care. It invited clinicians not to feel guilty, but to act — to reflect, learn, and embrace compassionate practices.
The idea resonated far beyond entertainment. With zero paid media spend — thanks to donated placements — Stigmavir achieved massive cut-through: millions of impressions, widespread earned coverage, and thousands of stigma-free toolkits downloaded by health professionals. Clinics began signaling their commitment publicly, and dozens joined the movement every week. The campaign shifted the conversation from awareness to action, prompting real behavioural change and helping create safer, more inclusive health care spaces for people living with HIV.
1200+ stigma-free toolkits downloaded
13M media impressions
1M+ views on healthcare targeted websites