FUNCTION and Maggie’s Toronto launch “Destigmatize: Voices,” a poetic new HIV awareness campaign.
FUNCTION and Maggie’s Toronto have launched Destigmatize: Voices, the next chapter of their HIV awareness platform Destigmatize.ca.
This year’s campaign—brought to life with the ongoing support of returning partner Yabu Pushelberg—aims to deepen public understanding of HIV stigma and the complexities of disclosure by using personal storytelling to show how empathy and informed action shape the experiences of people living with HIV.
Grounded in interviews with community members living with HIV, the hero film uses spoken-word narration to explore resilience, community care, and the emotional weight of stigma. Produced by Toronto-based hybrid production company Plot and directed by Eric Richards, the work shifts from last year’s educational focus into deeper emotional territory.
“Stigma isn’t abstract—sometimes it’s loud and unmistakable; other times it hides in the quiet moments where people living with HIV are asked to carry more than they ever should,” says Nikolaos Théberge-Dritsas and Tamar Carter, Co-Founders, FUNCTION. “Ballroom taught us that our stories aren’t just meant to be told—they’re meant to be carried forward. There is nowhere else we would rather stand, and no mission we believe in more deeply than honouring those truths with care. With Voices, we grounded the work in lived experience to show how empathy, language, and informed action can shift the conditions around disclosure and support, helping build a culture where people feel seen, supported, and safe.”
The film opens:
“They say life goes on. Keep moving. Keep breathing. Keep quiet. / So you did. So you do… Your survival into song.”
At the centre of the piece is performer Justen Ross, a Black queer multihyphenate performing and teaching artist from Atlanta. Ross has garnered acclaim for poetry and comedy that celebrate Black queer spirituality and ingenuity—an artistic sensibility that anchors the tone and emotional register of the film.
Later, the narration asks:
“Do you know what it feels like to live, love and see others fully — even when the world decides to look away?”
Shot with lyrical restraint, the piece blends underwater stillness, starlit landscapes, and personal memories—from the Nile to a 98-degree day shared with chosen family—culminating in the affirmation:
“You are not a diagnosis, you are a declaration.”
“We wanted to create a space where the freedom and truth of these stories could come through in a way that preserves their authenticity,” says Rahul Madan, Partner and Executive Producer at Plot.
“The spoken-word form allowed us to tell these stories in a way that feels intimate and human, with the community guiding the conversation,” adds Director Eric Richards of Plot. “By pairing the words with a visual language that supports them, we hoped to deepen resonance and show how we can all play a part in easing HIV stigma.”
The campaign includes two additional videos focused on stigma and disclosure, all supported by a refreshed campaign identity and digital hub built by Locomotive. Creative partners also include Holt Renfrew, Jems, and Ontario Camera, with funding from ViiV Healthcare.
All assets live at DESTIGMATIZE.ca
Credits:
Title: Destigmatize: Voices
Created for: FUNCTION and Maggie’s Toronto
Url: Destigmatize.ca
Starring: Justen Ross
Creative Director & Executive Producer: Nikolaos Théberge-Dritsas
Creative Director & Program Manager: Tamar Carter
Produced by Plot
Directed by Eric Richards
Executive Producers: Rahul Madan, Maxim Vlasseko
Producer: Moé Nurse
Cinematographer: Matt Levin-Gold
Photographer: Kirk Lisaj
HMU: Ms.Myles
Wardrobe: Leban Osmani
1st AC: Alice Do
2nd AC: Chris Lawrence
Steadicam: Nhat Nguyen
Gaffer: Steven McDonnell
Key Grip: Matty Labra
Sound: Anthony Boire
Production Assistant: Tevin Standard
Offline: Saints Editorial
Editor: Ross Birchall
Assistant Editor: Sam Rousseau
Offline Executive Producer: Emily McKay
Online: Darling VFX
Executive Producer: Stephanie Hickman
Online Producer: Joelle Aani
Colourist: Patrick Samaniego
Colour Assistant: Eric Kingsbury
VFX: Alyssa Krystin Schmidt
Audio: TA2 Sound + Music
Audio Director: Joseph Frustaglio
Executive Producer: Christine Leslie
Engineer: Ken Lo
Music & SFX: TA2 Sound + Music
With Heartfelt Thanks To:
Funder: ViiV Healthcare
Partner: Yabu Pushelberg
Production Partner: Plot
Post-Production Partner: Saints Editorial
Web Partner: Locomotive
Styling Partner: Holt Renfrew
Safer Sex Partner: Jems
PR Partner: Shannon Stephaniuk, Glossy
Rental Partner: Ontario Camera
Maggie’s Toronto Sex Workers Action Project is supported in part by ViiV Healthcare. The views expressed herein by Maggie’s Toronto Sex Workers Action Project are solely those of the authors and do not necessarily reflect the policies or opinions of ViiV Healthcare ULC.
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