Casey House smashes HIV/AIDS stigma

Casey House smashes HIV/AIDS stigma with a bold campaign, under the leadership of an Interim CMO

The Challenge

Casey House is a non-profit HIV/AIDS hospital with community programs including home nursing care and outreach. Prior to launching a brand-new facility, the board identified that a lack of public awareness about the state of HIV/AIDS was holding the non-profit back from driving growth. They agreed that an upcoming new facility launch would be the right time for a bold campaign to raise awareness and:

  • Acquire new sponsorship
  • Reinvigorate loyal donors
  • Change public perception of HIV-AIDS
  • Catalyze community engagement

The Recommendation

While the Odgers Berndtson team was running a search for a full-time chief marketing and development officer, to pull this campaign off in the short term, the non-profit needed executive-level marketing leadership with a digital focus. Odgers Interim recommended hiring Martha Turner: a seasoned interim CMO with a track record of innovative digital campaigns for big brands.

The Solution

From campaign ideation to community outreach, Martha brought a level of marketing expertise this non-profit had never before had access to. The interim CMO’s background managing creative, PR and digital teams to execute brand-building initiatives was just what was required to bring to life June’s HIV+Eatery.  The #SmashStigma  pop-up restaurant initiative inspired diners to question their comfort levels in consuming a meal prepared by HIV positive chefs, effectively igniting a global conversation around this condition and Casey House.

Additionally, Martha:

  • Audited existing marketing practices and tech stack and made recommendations
  • Projected donor revenue plan
  • Formulated a three-year roadmap for the future chief marketing and development officer

The Results

After the resounding success of the #SmashStigma campaign in igniting a public conversation on the reality of HIV/AIDS, this non-profit is set up for future success. A highly engaged community, primed for future donor campaigns. And several brand-new corporate sponsors.

Key results included:

  • 1 wildly successful pop-up restaurant run by 14 HIV-positive social activists.
  • 163 print, online, broadcast stories from around the world: Canada, United States, United Kingdom, France, Australia.
  • 100K in newly acquired corporate sponsorship.
  • Stronger bonds forged amongst a previously fragmented ASO community.

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