The campaign generated 1M+ views on healthcare-targeted sites, 13M+ earned media impressions ($500,000 ad value), and impacted 25,000 people living with HIV. 1,200+ healthcare practitioners have downloaded our stigma-free toolkit, and 50 clinics join the movement every week.

Launching with the support of healthcare practitioners was essential because it would give the campaign credibility. The City of Toronto and its chief medical officer endorsed the campaign as key allies and helped us drive media coverage and promote stigma-free healthcare. That allowed us to reach out to the healthcare community and get hundreds of city-run clinics on board to be stigma-free spaces for people living with HIV.

The campaign has also been incorporated into the first-year curriculum at the University of Toronto’s Faculty of Medicine, which will help ensure that future healthcare professionals receive crucial education about HIV.