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Small Agency Campaign of the Year, Pro Bono, Silver: 'Break Bread, Smash Stigma'

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Credit: Bensimon Byrne

Casey House, a hospital for people with HIV/AIDS in Toronto, conducted an online poll that showed 50 percent of Canadians wouldn't knowingly eat a meal prepared by someone with HIV—this despite HIV not being a food-borne illness. So Bensimon Byrne had an idea: A three-day pop-up restaurant, called June's, that had 14 HIV-infected chefs and slogans like "Swallow your prejudice."

According to the agency, the $112,000 campaign spawned 150 news stories and 926 million impressions, while selling the 300 allotted meal tickets in under two weeks and raising $150,000.

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