To Confront Stigmas, This Pop-Up Massage Spa Is Staffed Only by HIV-Positive Therapists

Healing House gets hands-on with fighting false perceptions

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

A Canadian hospital is employing the personal touch to fight prejudice and dispel misconceptions by opening a pop-up spa where all 15 massage therapists are HIV-positive.

The provocative activation was created by agency Bensimon Byrne and PR firm Narrative for HIV/AIDS treatment center Casey House. Located in downtown Toronto, the spa, called Healing House, will offer free hand, neck and shoulder massages on Friday and Saturday. Walk-ins are welcome, though appointments can be booked at www.smashstigma.ca.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in