Casey House and agency partner Bensimon Byrne have conjured up a fictitious pharmaceutical in Stigmavir.
The Casey House-branded mock drug comes with an unconventional product warning: that it may result in improved quality of life for HIV patients, health care equality, heightened compassion and of course, as the name implies, reduced stigma.
The creative is the fifth iteration of the HIV/AIDS hospice’s “Smash Stigma” campaign, and it features health care professionals dancing to the famous disco earworm, “I Will Survive.”
Casey House CEO Joanne Simons says the organization is inviting other health care providers this year to join in its 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,” Simons says.
As Bensimon Bryne’s chief creative officer Joseph Bonnici explains, people with HIV still face stigma, particularly from the broader health care profession, citing the example of how incredibly difficult it can be for a patient to get an appointment with a dentist, as some are worried about transmission.
In fact, for people living with HIV, stigma is one of the most reported barriers to accessing health care. Bonnici notes that one in five HIV patients are actually denied access.
“The issues surrounding HIV are incredibly complex,” he says. “There’s a lot of explaining to do.”
Bonnici tells strategy that each year, a Casey House campaign includes both an education and behaviour change element. The tone for this work, also had to make sure it didn’t “blame and shame,” given how hard health care professionals work.
“In many cases, they don’t even know their behaviours are stigmatizing,” Bonnici says.
The campaign points to the Stigmavir microsite, which has a downloadable toolkit of resources. 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 is a core mission for Casey House,” Bonnici says, adding that the organization has become a “world leader in fighting HIV stigma.”
The previous four “Smash Stigma” campaign iterations have been mass, while the newest creative is focused on health care workers of all stripes – not just doctors and nurses, but also such workers as physiotherapists and pharmacists.
The campaign’s media is targeted therefore to the health care space, with digital and OLV elements, and with OOH on transit going through Toronto’s hospital row on University Avenue, as well as street teams supporting the creative. Bonnici notes that Casey House stands out globally in terms of the services it offers, and that it’s earned and PR elements will include global and medical media too.
Eileen de Villa, Toronto’s medical officer of health, is recognizing Casey House’s Stigmavir initiative for its approach, and the city is a program partner too.
Bensimon Byrne handled the media buy, most of which was donated. Narrative handled PR.
