Why Casey House Turned June’s Pop-Up Eatery Into a Documentary
Back in November, Casey House, Canada’s first and only standalone hospital for people living with HIV/AIDS, opened a pop-up restaurant in Toronto run by HIV-positive chefs. It was called June’s in honor of founder June Callwood, the pioneering journalist and activist whose many philanthropic interests led her to open a groundbreaking care facility at a time when there were fears, misconceptions and a lack of general support for people with HIV/AIDS, with the medical crisis dismissed as something for the gay community to deal with.
Last fall’s pop-up restaurant showed how far things have come since 1988, when Casey House, named for Callwood’s son (who was 20 when he was killed by a drunk driver while riding his motorcycle), sold out each night and helped raise funds, as well as fight the stigma of living with HIV/AIDS. June’s HIV+ Eatery was launched in partnership with Toronto chef Matt Basile (of Fidel Gastro’s) who trained the 14 HIV+ patients-turned-cooks, most of whom had no previous kitchen experience. The pop-up was covered around the world, including by The Guardian, People, NPR and The Huffington Post.
Together, they served 300 diners over three days, a journey chronicled in a moving documentary film called June’s. Created in partnership with Academy Award-nominated director Hubert Davis, the short film had its premiere last night in Toronto, with a panel after discussing the #SmashStigma campaign. The film has been picked up by HBO Canada and will be entered into festivals worldwide to help continue spreading awareness.
Post June's documentary panel discussion about the June's HIV+ Eatery, stigma & the conversation that needs to continue #smashstigma #hiv @bensimonbyrne @fidelgastros
A post shared by Casey House (@caseyhouseto) on Apr 24, 2018 at 5:11pm PDT
The project is a testament to the three decades of service that Casey House, which celebrated its 30th anniversary last month, has offered since opening its doors, helping to change the perception of people with HIV/AIDS as the first standalone HIV/AIDS hospice in Canada, offering palliative care to patients and support for their loved ones.
Casey House's 30th anniversary recognized in the Globe & Mail. March 1st marks 3 decades of compassionate care for people living with HIV. #smashstigma #compassionliveshere #happybirthdaytous
A post shared by Casey House (@caseyhouseto) on Mar 1, 2018 at 6:23am PST
That pioneering and compassionate spirit is still called upon daily at Casey House, which has evolved into a HIV/AIDS specialty hospital with community outreach programs. It has earned international recognition for the highly-developed expertise of its remarkable staff and volunteers in caring for people affected by this complex and difficult disease, whether on its premises, in patients’ homes or even on the street.
Extending its pop-up activation with a documentary short is not only savvy event- and content marketing but engaging brand storytelling. The Casey House story today: Thanks to treatment advances, clients are experiencing improvements in their overall health and quality of life. But there is no cure, and every two hours, Casey House says, another Canadian is diagnosed with HIV. So its mission continues: “to provide exemplary treatment, support and palliative care for people living with HIV/AIDS.”
If you can still taste the positively delicious gingerbread tiramisu with blitzed chocolate espresso beans, you dined at June's HIV+ Eatery presented by @rbc last week. We have been delighted with the reception the pop-up received & with the conversation taking place around the globe. Keep talking and help #smashstigma
A post shared by Casey House (@caseyhouseto) on Nov 14, 2017 at 10:34am PST
The “Break Bread Smash Stigma” campaign and restaurant launched a movement and ignited a global conversation about the miseducation and stigma that still exists around HIV/AIDs. This documentary is an intimate look at the cooks and how participating in this initiative changed their lives. Each chef has a unique and personal story that reveals their humanity and sheds light on the realities of the impact of peoples’ perceptions of those living with HIV/AIDs.
We’re moments away from serving the final guests at June’s HIV+ Eatery. We can’t begin to thank our guests, sponsors or amazing chefs for all of their hard work over the last few weeks.
A post shared by Casey House (@caseyhouseto) on Nov 8, 2017 at 4:21pm PST
Some comments from Joseph Bonnici, Executive Creative Director at Bensimon Byrne, the agency partner on the project:
People have so many misconceptions about those who are HIV+. It’s also a disease that still comes with blame. When someone reveals their diagnosis, all sorts of questions come up that would never happen with other diseases like cancer. Questions like, ‘Are they a drug addict?’ or ‘Are they promiscuous?’ As you can tell from the documentary, each of our chefs has a unique story to tell. This disease crosses age, sex, ethnicity, and race. We think sharing their different stories will help people come to a better understanding of HIV.
The team is all set for dinner service number two tonight!
A post shared by Casey House (@caseyhouseto) on Nov 7, 2017 at 3:58pm PST
Starting off this way was very purposeful. Food is intensely personal. It’s also something that provokes conversation, particularly in the context of the family-style meal our chefs served. Establishing this as a family-style meal, where people could openly talk, share and break bread, seemed like a fitting way to begin telling the stories of our brave chefs.
Join Matt Basile and his team of HIV-positive cooks at the first-ever HIV-positive eatery! Link in bio for tickets! #SmashStigma
A post shared by Casey House (@caseyhouseto) on Nov 3, 2017 at 1:15pm PDT
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S'more pancakes 🥞 [: @fidelgastros] #lovefood...
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S'more pancakes 🥞 [: @fidelgastros] #lovefood... - https://dijitalgezginler.com/smore-pancakes-%f0%9f%a5%9e-fidelgastros-lovefood/
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Lisa Marie is locating at Queen West restaurant from Toronto's pop-up king, Matt Basile🍽 __________________ 📍638 Queen Street West, Toronto __________________ I had an opportunity to taste their Spring💐 Menu! __________________ In this photo📸, you will see👀 __________________ 👅THE BIG CHEESE🧀 ($12)- flat top grilled white Chedder cheese, topped with salsa Verde, pickled jalapeños, shaved red onions, Crema, and Queso fresco. __________________ 👅NONA'S RIGATONI🍝 ($18)- Spicy tomato sauce, homemade fennel sausage, roasted peppers and parmigiano. __________________ 👅JUNE'S PAPPARDELLE🍝 ($21)- Hot smoked trout and mascarpone sweet pea pesto __________________ 👅TANDOORI HOT CHICKEN 🐔($25)- fried chicken in a tandoori lemon butter with cumin toast, cucumber, and garlic yogurt. ____________________ 👅MOROCCAN LAMB PANZO 🐑 ($14) - Moroccan spiced lamb tagine, Israeli couscous in a fried paratha panzerotto with garlic yogurt and apricot chutney _______________ You can't also miss their signature Pad Thai Fries($11)- Spicy and so addictive❤! ______________ Bar Lisa Marie is CELEBRATING 5TH YEARS👏!! 🎊🎊🎊CONGRATULATIONS🎉🎉🎉!!! @barlisamarie @fidelgastros #LM5years#LM5yearslater ______________ Thank you for hosting such a fantastic event as always, @jojoinstameets💕💕💕💕💕💕 ______________ #barlisamarie #barlisamariemeets #Jojoinstameets ______________ #BEAUTIFULCUISINES#YUM#VSCOFOODIE#TOPFOODNEWS#TIMETOEAT#TASTEGOOD#MUNCHIES#GETIYBELLY#GASTROMIA#FOODPHOTO#FOODVSCO#FOODSHOT#FOODJOURNEY#FOODBEAST#FOODFORTHOUGHT#FOODISM#FOOD#FOODIEPICS#FOOD52#FBCIGERS#EATNERSANNONYMOUS#EATRIGHT#416FOOD#416EATS (at Lisa Marie)
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The same feeling when you breathe out after taking a deep breath. Worked hard for this, wanted it, prayed for it, dreamt of it and now it’s real. Nothing is more important to me than showing people what REAL food is, where only 10km away from this is school is the birthplace of @slow_food_italia where it’s about #biodynamic #sustainable food and culture. My life in #Italy is not just a #passion it’s a #personaljourney. Since 2005 on trip to Italy exploring little towns and villages I found my purpose and my mission. In 2007 Jesi I took a course and than worked there the following year. Fast forward travel, cook and represent! #thankyou #Icif #chef #cheflife #passionforlife #chefroxie @distefanoross @martinpeyrou @blacklabeldonuts @emiliodarocha @juliedanaylov @haggisracer @chef.panetta @chefaiu @chefjamessmith @makifoodfozoiskola @italicious_ @idoeverythingwithlove @culinaryinstituteofeurope @cheflaura126 @davidpighin @italiancomedy @hardcoreitalians @instagood @glutenfreegastronomy @fidelgastros @ontarioculinary @culinaryvegetableinstitute @culinarynutrition @foodphotographer @foodtoronto @foodnetwork @italian_food @chef_lawrence_d @chefchrisbarone @josh_gonneau @chefjesse_o @thechefartsmith @chefdtv @rubiochef @chefpiotr @culinarychefs @saveurmag @buonappet.it @foodandwine @rinobalzano @endrebendre @enzo_torrone @gsenitz @ezglutenfree @gaabineves @growingupitalian @glutenexpert @gastropostto @gintheclouds @joseph.padula @juliedanaylov (at Vaughan, Ontario)
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