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2019 SILVER BRAND EXPERIENCE: LIVE
CANADA
June’s HIV Positive Eatery Break Bread Smash Stigma
Jill Engelman, Group Account Director Joseph Bonnici, Creative Director / Partner Ashley Belfast, Project Manager Dan Strasser, Creative Director Thomas Shadoff, Media Director Darra Naiman, Media Supervisor Gints Bruveris, ACD / Art Director David Mueller, ACD / Copywriter Carly Ouellette, Art Director Aurora Stewart de Peña, Strategist
Narrative
Laura Serra, Creative Director Meredith Klapowich, Creative Director Lauren Baswick, Account Director Katherine Flores, Creative Consultant Tory Nash, Consultant Yolonda Abrahams, Account Manager Holly McDonald, Event Manager
OneMethod
Daniella Perruccio, Director of Social Media Courtney Dionne, Social Strategist
SUMMARY
HIV isn’t the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread. As a world-leader in HIV/AIDS care, Casey House wanted to challenge this ignorance with truth and compassion. We found 50% of Canadians wouldn’t knowingly accept food from someone who is HIV positive. To challenge this stigma, we launched the first-ever eatery where all the chefs were HIV+: June’s. 515 earned stories; one billion earned media impressions; $35k budget; educated 730,000 Canadians; documentary picked up by HBO; $120,000 in donations.
