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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.
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