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Bensimon Byrne Work

Casey House

Smash Stigma

Challenge

Even in a country as socially progressive as Canada, ignorance and stigma around HIV persists. Casey House wanted to change that.

A hands-on approach to challenging Canadians’ perception of HIV.

Idea

In 2018 we conducted an Ipsos poll and found 50 percent of Canadians would not touch someone with HIV. In 2019 we smashed stigma and created the world’s first HIV-positive spa called Healing House that featured 18 brave HIV-positive volunteers working as massage therapists.

500 stories globally

350 million impressions

18 new massage therapists

Expertise

  • Marketing
  • Strategy
  • Video
  • Media
  • Social Media
  • PR
  • Experiential

Awards

  • 1 Cannes Lion Award
  • 8 Cannes Lion Shortlists
  • 1 One Show Pencil
  • 1 D&AD Pencil