Love is the drug with Casey House
The Toronto hospital offering specialist care to people living with and at risk of HIV launches a fun spoof PSA introducing what at first appears to be an anti-viral medicine that treats HIV stigma.
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Credits
powered by
- Agency Bensimon Byrne/Toronto
- Production Company Untitled Films/Canada
- Director Mark Gilbert
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Credits
powered by
- Agency Bensimon Byrne/Toronto
- Production Company Untitled Films/Canada
- Director Mark Gilbert
- Edit Producer Bensimon Byrne/Toronto
- Editor Button Factory (In-House at Bensimon Byrne/Toronto)
- Music & Sound Design Berkeley Music
- Executive Music Producer Tyna Maerzke
- Music Director/Engineer Jared Kuemper
- Chief Creative Officer Joseph Bonnici
- Producer Michelle Pilling
- Associate Creative Director/Copywriter Kyle Simons
- Creative Director/ Senior Art Director Gints Bruveris
- Creative Director/Copywriter David Mueller
- Copywriter Nathan Houseley
- Designer Feilin Fu
- Executive Producer/Partner Tom Evelyn
- Line Producer Adam Rodness
- DP Kris Belchevski
- Colorist Clinton Homuth
Credits
powered by
- Agency Bensimon Byrne/Toronto
- Production Company Untitled Films/Canada
- Director Mark Gilbert
- Edit Producer Bensimon Byrne/Toronto
- Editor Button Factory (In-House at Bensimon Byrne/Toronto)
- Music & Sound Design Berkeley Music
- Executive Music Producer Tyna Maerzke
- Music Director/Engineer Jared Kuemper
- Chief Creative Officer Joseph Bonnici
- Producer Michelle Pilling
- Associate Creative Director/Copywriter Kyle Simons
- Creative Director/ Senior Art Director Gints Bruveris
- Creative Director/Copywriter David Mueller
- Copywriter Nathan Houseley
- Designer Feilin Fu
- Executive Producer/Partner Tom Evelyn
- Line Producer Adam Rodness
- DP Kris Belchevski
- Colorist Clinton Homuth
Created by Bensimon Byrne for Casey House, and directed by Mark Gilbert, through Untitled, this bold film for the Stigmavir initiative appears at first to be a rather workaday PSA about HIV stigma in healthcare.
It then evolves into a musical story of medics expressing their newfound enlightenment and loving compassion via the medium of the disco classic I Will Survive, with rights provided by Gloria Gaynor herself.
The gleeful routine ends with a CTA to visit the Stigmavir website, which reveals the worrying insight that one in five HIV patients are negatively impacted by prejudice and lack of awareness within the healthcare system.
Joanne Simons, Casey House CEO commented: “Even in spaces run by people educated about health, HIV stigma persists. The Stigmavir campaign marks the next chapter in our longstanding Smash Stigma initiative to eradicate HIV stigma."
