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 swallow the prejudice condemning so many HIV-positive people to suffer in silence.

Credits
Client: Casey House
Campaign: Break Bread Smash Stigma
Advertising Agency: Bensimon Byrne
Category: Public Interest, NGO
Production Company: Button Factory
Medium: Experiential advertising
Tags: HIV, AIDS, Stigma, Public Health Agency, Canada, Toronto, June’s Eatery