Casey House, a hospital in Canada providing care to those living with and at risk of HIV, has launched an advocacy campaign created by Toronto-based agency Bensimon Byrne, “Stigmavir.” This initiative aims to reach health care practitioners and introduces a “fictitious” anti-viral drug named Stigmavir, designed to treat HIV stigma. Stigma in health care is harming people living with HIV, with one in five people living with HIV being denied. The campaign includes this upbeat PSA, set to a musical adaptation of the iconic song “I Will Survive” with rights provided by Gloria Gaynor herself. Mark Gilbert of Untitled Films, Toronto, directed the “Stigmavir” spot.

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, micro-aggressions, 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 internalize 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,” says Dr. Eileen de Villa, Toronto’s Medical Officer of Health who is recognizing the hospital’s Stigmavir initiative for its innovative approach. “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; to reconsider how small actions can impact the people receiving care. What does health care look like without HIV stigma? Patients can build a trusting relationship with a health care provider, look forward to consistent treatment, and feel safe as they pursue good health. Casey House has also created a campaign website that offers health care providers additional resources on delivering compassionate care to those living with or at risk of HIV.

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 combating stigma globally,” says 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 behaviors. 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 Agency Bensimon Byrne Joseph Bonnici, chief creative officer; Jenn Bell, SVP strategy; David Mueller, creative director/copywriter; Gints Bruveris, creative director/art director; Kyle Simons, associate creative director/copywriter; Nathan Houseley, copywriter; Feilin Fu, designer; Michelle Pilling, producer. Production Company Untitled Films, Toronto Mark Gilbert, director; Tom Evelyn, exec producer; Kris Belchevsky, DP; Adam Rodness, line producer; Tyler Klementti, production coordinator; Mark Samuels, choreographer. Casting Mann Casting. Editorial Button Factory Tim Pienta, editor (offline); Jacques Parys, editor (online); Michelle Pilling, producer. Color Grade Artjail Clinton Hommuth, colorist. Music & Sound Berkeley Inc. Tyna Maerzke, exec producer; Jared Kuemper, director and engineer. Music Gloria Gaynor, "I Will Survive"

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