Casey House - "Break Bread Smash Stigma 2"

Bensimon Byrne

Bensimon Byrne Toronto, Canadá

3399

This ad is part of the ACT Responsible Collection

Marca: Casey House
País: Canadá

Anunciante: Casey House

Título	Break Bread Smash Stigma 2
Brief	HIV is no longer the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread—through saliva, food and drink. When polled, 50% of Canadians said they wouldn’t knowingly eat a meal prepared by someone with HIV. Casey House wanted to challenge this ignorance with truth and compassion. And so the idea for a pop-up restaurant was born: June’s, the first-ever HIV-positive eatery. 14 people with HIV became something more than just their disease—they became chefs. For three nights, they chopped, sliced and sautéed under the watchful eye of head chef Matt Basile. Together, they invited patrons to smash stigma by breaking bread, and to swallow the prejudice that condemns so many HIV-positive people to suffer in silence.
Agencia	Bensimon Byrne
Campaña	June’s: An HIV+ Eatery
Anunciante	Casey House
Marca	Casey House
Posted	Enero 2019
Sector Empresarial	Hospitales & Clínicas
Sinopsis	Even in a country as progressive as Canada, 50% of Canadians wouldn’t eat a meal prepared by someone with HIV. To smash HIV stigma, we opened the world’s first HIV-positive eatery and named it “June’s” after Casey House founder, June Callwood.
Medio	Case Study
Director creativo	Joseph Bonnici
Director creativo	Dan Strasser
Director creativo	Laura Serra
Director creativo	Meredith Klapowich
Director creativo adjunto	David Mueller
Responsable de conceptos / redactor	David Mueller
Director creativo adjunto	Gints Bruveris
Director artístico	Gints Bruveris
Director artístico	Carly Ouellette
Productor de la agencia	Michelle Pilling
Director de cuentas	Jill Engleman
Director de proyectos	Ashley Belfast
Strategist	Aurora Stewart de Peña
Director of social media	Daniella Perruccio
Social Strategist	Courtney Dionne
Fotógrafo	Matt Barnes
Documentary Director	Hubert Davis