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.”
View the Destigmatize: Voices hero film
View the campaign’s supporting films: Stigma and Disclosure.
“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.
FUNCTION is a community-led organization and platform dedicated to Ballroom arts, health education, and community empowerment. Based in Toronto, it works with a wide array of iconic brands, public agencies, and nonprofits to deliver authentic Ballroom experiences – from large-scale vogue balls to educational workshops – without compromising the fabric of the culture. In doing so, FUNCTION centers 2SLGBTQIA+ and BIPOC voices. It has tangibly invested in those communities: to date, it has directed over $225,000 in payments to queer and BIPOC artists, engaged approximately 4,600 attendees through its events, and distributed about 5,000 free HIV self-test kits, condoms, and other harm-reduction supplies during its programs. This storytelling-driven approach to arts and public health has made FUNCTION a trusted partner in initiatives around HIV education and stigma reduction, as well as a leader in preserving and promoting Ballroom culture in Canada.
